Responses by Young & Laramore.
Background: The campaign We’re good at YOUR insurance is part of an awareness and consideration campaign aimed primarily at adults aged 25 to 55 in Indiana’s urban areas.
Design thinking: Our research shows that most people struggle with the responsibility of understanding and selecting the right insurance coverage for their needs. The good news: Indiana Farm Bureau Insurance (IFBI) agents are experts at helping their customers identify and select the right coverage for their specific—and sometimes quite interesting—needs.
Challenges: Being memorable. Even though IFBI only insures in the state of Indiana, it has to compete with the marketing spend of its national competitors like Geico, Liberty Mutual and State Farm. Memorability is critical to making sure IFBI benefits from the dollars it spends and connect its company to the value its agents provide.
Favorite details: Being able to successfully bring these surreal insurance moments to life in relatable ways was no small feat. A big part of accomplishing this was our cast; from scenes with flipped cars to projectile kayaks to a homeowner who doesn’t just sleepwalk but sleep-mows, everyone had to play it straight. It was a blast to watch on set.
New lessons: We learned that a kayak fits better than a canoe if it’s slammed through the windshield of a ’17 Ford Focus.
Specific project demands: Our challenge was to come up with quick, entertaining and even slightly absurd “insurance moments” that were actually covered by insurance. It was a long, fun process of pitching potential calamities and mishaps to an extremely patient legal team who helped us find the right stories to tell—and even threw in some themselves.
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