Farmers Insurance: We know from experience

Farmers Insurance, an insurance company, stood out in a noisy category in the US by creating a video campaign that showed its target audience the crazy accidents it has handled.

What was the irrefutable consumer insight?

The more experience an insurance company has with outrageous situations, the better its ability to handle my everyday ones.

Describe the marketing challenge.

The average American consumer sees a full 30 insurance ads a week. It’s a category of behemoths, one that spends over $5 billion per year, and includes the highest spending advertiser (Geico) in all of American advertising. Farmers Insurance, a respected company with almost 90 years of experience, is just a bit player in this landscape, clocking in at 9th in category spending. This means they’re just one...

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Insights Team
Bray Leino

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