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.
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Advertisement produced on behalf of the following specific insurers and seeking to obtain business for insurance underwritten by Farmers Insurance Exchange, Fire Insurance Exchange, Truck Insurance Exchange, Mid-Century Insurance Company, Farmers Insurance Company of Washington (Bellevue, WA) or affiliates. In TX: insurance is underwritten by Farmers Insurance Exchange, Fire Insurance Exchange, Truck Insurance Exchange, Mid-Century Insurance Company, Farmers Texas County Mutual Insurance Company, Mid-Century Insurance Company of Texas or Texas Farmers Insurance Company. In NY: insurance is underwritten by Farmers Insurance Exchange, Truck Insurance Exchange, Mid-Century Insurance Company or Farmers New Century Insurance Company. Home office, Los Angeles, CA.
Farmers GroupSelect SM products are underwritten by: Farmers Property and Casualty Insurance Company (a MA licensee), Farmers Casualty Insurance Company, Farmers Group Property and Casualty Insurance Company (CA # 2460-4, Warwick, RI), Farmers Direct Property and Casualty Insurance Company (CA # 1669-1, Warwick, RI), Farmers Lloyds Insurance Company of Texas, Economy Preferred Insurance Company, or Economy Fire & Casualty Insurance Company, all with administrative home offices in Warwick, RI.
Each of following insurers who transact business in California are domiciled in California and have their principal place of business in Los Angeles, CA: Farmers Insurance Exchange (#R 201), Fire Insurance Exchange (#1267-4), Truck Insurance Exchange (#1199-9), Mid-Century Insurance Company (#1428-2).
Life insurance issued by Farmers New World Life Insurance Company, a Washington domestic company: 3120 139th Ave. SE, Ste. 300 Bellevue, WA 98005 (CA#: 0378-0). Farmers New World Life is not licensed and does not solicit or sell in the state of New York.
Securities offered through Farmers Financial Solutions, LLC, (In NY: Farmers Financial Solutions and Insurance Agency), 31051 Agoura Road, Westlake Village, CA 91361. Member FINRA & SIPC
Each insurer has sole financial responsibility for its own insurance. List of all insurers and states where licensed at farmers.com/companies/state/. Not all insurers are authorized in all states. Not all products, coverages, features and discounts are available in every state and may vary by state. Restrictions, exclusions, limits, and conditions apply. See agent for details.