Faced with the reality that the public rarely hears good news about insurance–with consumer media outlets focusing on claims being denied and corrupt industry executives–Farmers Insurance Group launched an ad campaign called “True Stories,” featuring actual agents and their customers talking about their relationships and positive experiences together.
“We are in the business of helping people, but somehow it hasn't gotten across to consumers,” said Kevin Kelso, executive vice president and chief marketing officer of the Los Angeles-based Farmers. “We can do a much better job of showing that, in fact, that's what we do.”
To get this message across through the campaign, Mr. Kelso and the people at Farmers, along with The Richards Group, a Dallas-based ad agency, tried to get to the heart of consumer demands for better service. “We looked at a number of different kinds of campaigns, did a lot of consumer research and tried to see what kind of communications made sense to them,” Mr. Kelso noted.
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