Farmers Insurance

Hall Of Claims - Digital Ad Campaign

October 2015 to December 2017

OVERVIEW

Client: Farmers Insurance

Duration:
July 2015 - ‘Hall of Claims’ campaign
Jan 2016 to Dec 2017 - ‘Hall of Claims’ 2.0 campaign

My Role: UX designer reporting to Vice President UX

Responsibilities: Design ‘Hall of Claims’ digital museum-like experience to showcase real-life bizarre insurance claims

Core Team: 1 UX Designer (Me), 1 Strategist, 1 Art Director,
1 copywriter, 1 developer, 1 Account Manager

Goal: Create a digital immersive experience

Objectives & KPIs:
User engagement rate, Average time on page, Average time per session

In over 85 years of handling insurance claims, Farmers Insurance has seen just about every type of disaster and calamity possible, and has gained the knowledge to cover almost anything. The ‘Hall of Claims’ campaign is based on some of the most unbelievable, real insurance claims collected from insurance agents across the country.

What do a family of rodents in a car engine, a water heater that skyrocketed out of a home, and a bunch of stags in a backyard pool have in common? They’re all real-life bizarre insurance claims that Farmers Insurance, one of the nation’s largest insurer groups, is featuring in its new ‘Hall of Claims’ ad campaign.

The ‘Hall of Claims’ campaign—developed by RPA, the insurer’s agency of record—aims to continue the evolution of positioning Farmers as the company to turn to for consumer-centric knowledge and insurance smarts.

“We wanted to inform customers about potential gaps in their insurance and where agents really help customers close those gaps. This campaign is an evolution in an entertaining way to show the breadth of agents’ knowledge and how they can steer customers through situations when, frankly, customers need them most. Seen it, covered it”

- Amanda Reierson, head of digital at Farmers Insurance

Exhibits in a Digital Museum

Design Strategy:
The customer visiting the Hall of Claims ‘walks’ into the round internet museum and can then go to the right or left to explore each exhibit. Buttons allow the action in many stations to begin, and visitors will want to turn on their device’s sound.

User Interface: The interactivity helps drive this point home as consumers can browse through almost 20 insurance claims that feature a description of the incident along with an image or animation.

On the business side, a “How Can I Be Covered?” call-to-action button helps educate users on the type of policies that would cover the damages described in the incident, along with a link to find an agent in the consumers’ area.

Many of the claims also include a humorous description of the image/animation by Farmers spokesperson J.K. Simmons, an Academy Award-winning actor. Farmers hopes interactivity along with a humorous take on the dry topic of insurance will prove to be the winning combination that stands out amongst all of the other industry advertising.

“What we wanted to do with the Hall of Claims is demonstrate the breadth of the type of claims that we’ve covered here at Farmers and do so in an interactive way where customers could emerge from the experience and get a feel for the truly unbelievable nature of some of the things we’ve covered,”

- Amanda Reierson, head of digital at Farmers Insurance

“We believe entertainment is the key to breaking through,” says Reierson. “We want to deliver on our brand promise but also do so in an entertaining way that captures customers’ attention and leaves a lasting impression.”

The Hall of Claims site is just one piece of the multichannel campaign that will run throughout 2016 on television, mobile, radio, social media, and direct marketing platforms.

“This is multichannel because that’s where our customers are,” says Reierson. “The essence of this campaign is that all of those channels are working together to surround our customers with our message and leave that lasting impression.”

“Anecdotally we’ve received fantastic feedback from customers as well as through the data that we have from a tracking perspective,” says Reierson. “We’re very pleased with the results.”