Farmers Insurance · 2010s
University of Farmers
Art Director / Creative Director · US
Farmers was outspent, and so forgettable that its ads got credited to State Farm. Shouting louder wasn't an option, so the brand got smarter: a University of Farmers built on its real expertise. It ran for over a decade, and correct attribution went from 15% to 77%.
Problem
Farmers was massively outspent and so indistinct that its advertising was regularly misattributed to State Farm. Being louder wasn't an option.
Solution
Be smarter instead: a fictional University of Farmers, led by Professor Burke, that turned the company's real expertise into empowerment: smarter insurance makes customers smarter.
Results
A platform that ran over a decade. Attribution 15% → 77%. Unaided consideration 29% → 41%. Awareness 40% → 77%. Lowest cost per point of communication effectiveness in the category.
01: Case study
A decade of the University, in one film.
02: Topline TVC
Professor Burke in session.
03: End bumper
The platform's signature close.
Results
- Gold Effie: Sustained Success 2020
