Farmers Insurance Encourages Consumers to Start the Year Smarter with the Launch of Its New “It’s Smarter to Have a Plan” Advertising Campaign
Los Angeles, Calif., Jan. 2, 2013 – Farmers Insurance, one of the country’s leading insurers, will unveil its latest advertising campaign, “It’s Smarter to Have a Plan,” during this week’s series of college football bowl games.
Designed to help consumers become smarter about insurance by showing a number of important and practical insurance tips, the new campaign also reinforces Farmers Insurance’s position as a strong and experienced company with knowledgeable and industry-leading agents.
“At Farmers, we’re committed to making our customers smarter about insurance. We believe that knowledge is power and that we can help make consumers more confident about their insurance decisions,” said Mike Linton, Head of Enterprise Marketing for Farmers Insurance. “Our new campaign continues to place Farmers Insurance agents as the best-trained agents in the industry, ready and able to provide expert insight to consumers.”
The campaign, developed by the insurer’s agency of record, RPA, is a clear evolution of its current “University of Farmers” campaign, which features well-known actor, J.K. Simmons, as the clever and quirky Professor Nathaniel Burke.
In the new campaign, Professor Burke acts as a proxy for actual Farmers agents, helping consumers get smart about insurance, everyday risks and offering practical solutions. In an evolution from the current campaign, Burke will leave the confines of the University of Farmers campus to the real world where insurance meets the customer. Burke will walk with customers through a number of settings and will point out risks that a consumer might not have previously considered. In a departure from much of the industry’s current advertising, the focus of the Farmers campaign will be on helping consumers avoid problems. Rather than concentrating on price of coverage explanations, the campaign will feature helpful tips to empower consumers.
The TV spot that launches the campaign is called “Dog Bites” and features Professor Burke. He reminds consumers about the significant impact every day events, like dog bites, can have on their lives and the need to be adequately insured. For example, industry data shows that dog bites account for one-third of all paid homeowners insurance claims, while leaving empty boxes by the curb may be a sign to would-be thieves that there are new and expensive targets for them to burglarize inside one’s home.
As the campaign continues, additional spots will share relevant facts, preventative tips and interesting insights – demonstrating in a witty and approachable manner that Farmers Insurance and their University of Farmers-trained agents are committed to making consumers smarter about insurance.
Farmers Insurance Group of Companies is a leading U.S. insurer of automobiles, homes and small businesses and also provides a wide range of other insurance and financial services products. Farmers Insurance is proud to serve more than 10 million households with more than 20 million individual policies across all 50 states through the efforts of over 50,000 exclusive and independent agents and nearly 24,000 employees.
Farmers is a trade name and may refer to Farmers Group, Inc. or the Farmers Exchanges, as the case may be. Farmers Group, Inc., a management and holding company, along with its subsidiaries, is wholly owned by the Zurich Insurance Group. The Farmers Exchanges are three reciprocal insurers (Farmers Insurance Exchange, Fire Insurance Exchange and Truck Insurance Exchange), including their subsidiaries and affiliates, owned by their policyholders, and managed by Farmers Group, Inc. and its subsidiaries. For more information about Farmers, visit its Web site at www.farmers.com or at www.Facebook.com/FarmersInsurance.
Client: Farmers Insurance Group
Spot Title: “Dog Bites”
Air Date: 1/1/13
EVP, Chief Creative Officer: Joe Baratelli
SVP, Group Creative Director: Pat Mendelson
VP, Creative Director: Tom Hamling
Art Director: Ben Tolbert
Copywriter: Chris Juhas
Art Director: Katie Carlile
Copywriter: Seth Prandini
SVP, Executive Producer, Content: Gary Paticoff
Senior Producer: Selena Pizarro
Assistant Producer: Ryan Radley
Production Company: Uber Content
Director: Fred Savage
Director of Photography: Peter Deming
Executive Producer: Preston Lee
Producer: Mark Hall
Editorial Company: Spot Welders
Editor: Dick Gordon
Assistant Editor: Paul Sabater
Executive Producer: David Glean
Post Supervisor: J. Patrick McElroy
Post Production Company: The Mill
VFX Shoot Supervisor: James Allen
Executive Producer: Sue Troyan
Producer: Jordan Sharon
Telecine Company: Company 3, Santa Monica, CA
Telecine Artist: Stefan Sonnenfeld
Telecine Executive Producer: Rhubie Jovanov
Audio Post Company: Lime Studios
Audio Post Mixer: Rohan Young
Executive Producer: Jessica Locke
Title Design: Laundry! TV
Music Company: Elias Arts, LA
Composer/Arranger: Jonathan Elias
Executive Producer: Ann Haugen
Creative Director: Dave Gold
RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA’s client list includes American Honda, both the Honda and Acura brands, ampm, ARCO, Castrol, California Department of Public Health, Intuit Small Business, La-Z-Boy, Farmers Insurance Group and Mandalay Bay Resort and Casino. For more information, visit http://www.rpa.com.