Have you thought about insurance?

 

The best piece of advice I have to share is - be well insured.  Once you have dealt with an apartment flood and cancer in the family it's a no brainer. 

 

But, how do you convince someone to think about insurance before these things happen to them?

 

Not surprisingly, younger people tend not to be well insured.  According to Farmer's Insurance Millennials, ages 24-39 have low awareness and familiarity with insurance brands.

 

To appeal to them, Farmer's believes they need to provide relevant and entertaining scenarios.  Their research also shows that "offering a group of perks is especially appealing." (Gazdik, 2020)

 

As a result of this input they developed a new campaign which is running across a variety of media.  Here is one of the videos in the series...

https://www.youtube.com/watch?v=USpO6xaCS8Y

 

So what do you think?  Will this campaign be successful?  Have they achieved their goal of providing a relevant and entertaining scenario?  Would you notice this video if it came up in your feed?  Would you remember who placed it?

 

What do you think of the idea of "a group of perks?"  Does this appeal to you?  Is the video executing it properly?  Does this qualify as a perk?  Or did you have something else in mind?  If so, what?

 

 

Gazdik, T. (2020, September 14)  Farmers Insurance Targets Millennials.  mediapost.com.  Retrieved September 15, 2020, from  https://www.mediapost.com/publications/article/355693/farmers-insurance-targets-millennials.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=119784&hashid=ybq2buULrntyGS6NfbELk0afrrI

 

The Super Heroes of Insurance – Part 2

In my post on April 13th, I discussed the new ad for Farmers Insurance that included a tie-in to the Avengers movie.  Now that I have seen the ad, I thought a follow-up was in order. 

When I saw the commercial, I realized that it was a continuation of their current University of Farmer’s campaign, and used the same central spokesperson from previous ads.  So, it wasn’t as awkward as I had expected it to be. 

But, I was also struck by the fact that although I am familiar with the campaign, and think it’s funny,  I would not be able to recall the company’s name if you asked me to list all the insurance companies that I am aware of.  For reasons I can’t pinpoint the campaign is not resonating with me. 

Here's the link below so you can see if it works for you.

http://www.youtube.com/watch?v=goz34Fso1Kk

Flo versus Avengers; Place your bets.

Thanks to Geico, insurance industry advertising will never be the same.  But recent research suggests that the most successful ads at the moment are Flo’s appearances for Progressive.  With 3.5 million followers on Facebook, and year-to-year increases in policies since the campaign started in 2008, she certainly appears to have struck a nerve.  (Vranica, 2012)

So what’s a competitor to do?  Partner with super heroes of course!

Farmers Insurance is doing just that, with a new campaign featuring The Avengers, scheduled to begin April 16.  (Irwin, 2012)

Will being associated with this much anticipated movie give the brand super powers?  You tell me.

Vranica, S. (2012, March 26) Knights, Pirates, Trees Flock to Facebook.   Wall Street Journal.  pB1

Irwin, T. (2012, April 11) Farmers Insurance Debuts “Avengers” Creative.   mediapost.com. Retrieved April 12, 2012, from http://www.mediapost.com/publications/article/172257/farmers-insurance-debuts-avengers-creative.html