The Curious Case Of Muppets On Farmers Insurance: Unraveling The Marketing Strategy

In celebration of Sesame Street's 50th anniversary, Farmers Insurance released a series of advertisements featuring the beloved Muppets from the show. The campaign, titled We Know From Experience, showcases the insurance company's long history and expertise in handling peculiar insurance claims. The ads star iconic characters such as Grover, Cookie Monster, Bert, and Ernie, who bring their unique brand of chaos to the world of insurance. With their furry faces and endearing antics, the Muppets inject a dose of fun and nostalgia into the campaign, reminding viewers that Farmers Insurance has been a trusted and experienced partner for over 90 years.

Sesame Street's 50th anniversary

In celebration of Sesame Street's 50th anniversary, a musical television special was released in 2019. Hosted by Joseph Gordon-Levitt, the special aired on HBO on November 9, 2019, and on PBS on November 17, 2019. The special featured a mix of current and retired cast members, muppets, and celebrity guests. It included new and classic segments, songs, and visits from Sesame Street icons.

The special opened with Cookie Monster searching for directions to Sesame Street while collecting cookies. Joseph Gordon-Levitt, who plays the audience's guide, wants to take a picture under the famous street sign, but it has gone missing. It is up to Elmo, Abby, Rosita, and Grover to find it before the big party. Meanwhile, Cookie Monster must rescue Gonger, who has floated away on a balloon. The special features musical performances from Norah Jones, Nile Rodgers, Solange Knowles, and Meghan Trainor, among others.

In addition to the television special, Sesame Street's 50th anniversary was also marked by a unique marketing campaign by Farmers Insurance. The campaign, titled "We Know From Experience," featured several beloved Muppet characters, including Grover, Cookie Monster, Bert, and Ernie, alongside Professor Nathaniel Burke, played by J.K. Simmons. The campaign consisted of three commercials, two of which reenacted real-life insurance claims with the Muppets, showcasing Farmers Insurance's experience in handling peculiar claims. The campaign aligned with Sesame Street's 50th anniversary, highlighting the company's long history and ability to handle a range of insurance scenarios.

Muppet version of 'We Know From Experience' campaign

In celebration of Sesame Street's 50th anniversary, Farmers Insurance launched a Muppet version of its 'We Know From Experience' campaign. The campaign features three new commercials created by RPA, two of which reenact real-life Farmers claims with Sesame Street's famous Muppet characters.

In the welcome ad, Bert, dressed like Professor Burke, attempts to deliver the signature line, "We know a thing or two because we've seen a thing or two," but is interrupted by Ernie, who asks if Farmers covers rubber duckies. Cookie Monster then comes in to ask about broken cookie jars, while Grover flies across the room and asks about accident protection—the usual Muppet chaos.

In 'Not So Handy Monster', Grover tries to fix a man's water heater but ends up launching it like a rocket across the street, landing on a car. In 'One', The Count is seen counting as his riding mower bursts into flames in the background.

The commercials aired on broadcast networks such as NBC and CBS during college football, MLB, and NFL games and were also supported digitally on platforms like Hulu and Buzzfeed. A large social and digital effort was also put in place to drive traffic to a unique Sesame Street-themed Farmers landing page, where viewers could find videos and behind-the-scenes photos.

Real-life Farmers claims reenacted

In celebration of Sesame Street's 50th anniversary, Farmers Insurance launched a campaign featuring the Muppets from the show. The campaign, titled "We Know From Experience", includes three commercials, two of which reenact real-life Farmers claims with the Muppets.

In one of the commercials, titled "Not So Handy Monster", Grover attempts to fix a water heater for Mr. Johnson. However, in his endearingly clumsy way, he accidentally launches the heater, causing it to fly across the street and land on a parked car. This ad is based on a real-life claim where a similar incident occurred, showcasing Farmers Insurance's experience in handling unique situations.

The second commercial, titled "One", features The Count doing what he does best—counting. In the background, his riding lawn mower bursts into flames, causing chaos. This ad also draws from a real insurance claim involving a fried riding mower, highlighting the company's expertise in managing a range of unexpected events.

These spots aired on major broadcast networks during popular sporting events, as well as in cinemas and on streaming platforms like Hulu and Buzzfeed. The campaign effectively leveraged the beloved Muppets to showcase Farmers Insurance's long history and ability to handle even the most peculiar insurance claims. By reenacting real-life claims, the ads added a touch of authenticity and emphasised the company's extensive experience.

Muppet characters' insurance needs

In celebration of Sesame Street's 50th anniversary, Farmers Insurance launched a campaign featuring the Muppets from the show. The campaign includes three commercials, created by RPA, that feature the Muppets discussing their insurance needs with Professor Burke (played by Oscar winner JK Simmons).

In the first commercial, "Welcome", Bert is dressed like Professor Burke and introduces the signature line, "We know a thing or two because we've seen a thing or two". He is interrupted by Ernie, who asks if Farmers covers rubber duckies. Cookie Monster then asks about broken cookie jars, and Grover flies across the room asking about accident protection.

In the second commercial, "Not So Handy Monster", Grover tries to fix a man's water heater but accidentally launches it like a rocket across the street, where it lands on a car. This scenario is based on a real-life Farmers insurance claim.

In the third commercial, "One", The Count is seen counting as his riding mower bursts into flames in the background. This commercial also reenacts a real-life insurance claim.

The Muppets' appearance in the Farmers Insurance campaign aligns with their own experience over 50 years of airtime, reinforcing the company's message that it has been around long enough to handle even the most peculiar insurance claims.

Driving traffic to a unique landing page

Farmers Insurance launched a campaign in collaboration with Sesame Street to celebrate the show's 50th anniversary. The campaign features several famous Muppet characters, including Grover, Cookie Monster, Bert, and Ernie, who appear in a series of commercials alongside Professor Nathaniel Burke, played by J.K. Simmons. The Muppets' chaotic and accident-prone nature provides a unique and engaging way to promote Farmers Insurance's services.

To drive traffic to a unique landing page, Farmers Insurance implemented a comprehensive marketing strategy. The campaign, created by RPA, included three new commercials that aired on major broadcast networks such as NBC and CBS during popular sporting events like college football, MLB, and NFL games. The ads also ran in theatres and were supported digitally through placements on Hulu and Buzzfeed, ensuring a wide reach across different platforms.

Additionally, a significant social and digital effort was made to drive users to the dedicated landing page. This included a strong presence on social media platforms, leveraging the large followings of both Farmers Insurance and Sesame Street. The campaign also took advantage of Sesame Street's online community by sponsoring short-form videos on the "Sesame Street" YouTube channel, which further reinforced the collaboration and provided additional content for viewers.

The landing page served as a central hub for the campaign, offering exclusive behind-the-scenes photos and videos, as well as downloadable gifs. This created a valuable destination for fans of both Farmers Insurance and Sesame Street, providing them with unique content that couldn't be found elsewhere. The page also likely included clear calls to action and further information about Farmers Insurance's services, allowing users to explore and engage with the brand directly.

Overall, the combination of traditional advertising, digital placements, and social media engagement created a multi-faceted approach to driving traffic to the unique landing page. By utilising various channels and providing exclusive content, Farmers Insurance successfully generated interest and engagement with their campaign, leveraging the beloved Muppets of Sesame Street to connect with audiences in a fun and memorable way.

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