Campaign details

Brand: Farmers Insurance
Advertiser: Farmers Insurance
Lead agency: RPA

Effie awards category context

Nobody wants to think about insurance. And the category has been happy to oblige, promising gimmicky diversions through enormous budgets.

For some consumers, though, this didn't inspire confidence. It's here we found opportunity.

Farmers believes having experience is crucial—especially for your insurance company. The We Know from Experience campaign demonstrated Farmers deep knowledge base, and their ability to help cover any insurance mishap.

It worked: awareness grew as high as industry leaders, the category underdog was seen as category expert, and consideration reached higher than the majority of our competitors.

State of the marketplace and brand's business