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Insurance is dull. Humor livens the topic up. As a result, many of the funniest campaigns out there right now are for insurance. It’s a category with a lot of “noise,” and to stand out with a budget that just can’t compete with giants like Geico, Allstate and all the rest, we needed an idea that stuck with people beyond just-a-chuckle. Years ago, we decided to remind people that they’re pretty unsure about what they’re covered for, and tend to just “knock wood” when discussing their policies. For years now, we’ve encouraged them to Stop Knocking on Wood and let Indiana Farm Bureau Insurance make sure they’re covered. Turns out there’s a million ways to get that idea across.
This year, we forced people to confront the fact that “Old You” and “Now You” are very different people—and it happens fast. From being single in your first apartment with a futon bed and mis-matched pillows to being married with 3 kids in your second home, with a king-size bed and 500-thread count sheets, you’re simply not the same person you were 10 years ago, 5 years ago, or even last year. Things change. When they do, your insurance should, too. But since you’re busy dealing with the changes, it’s easy to forget to think about insurance. So Indiana Farm Bureau Insurance agents help to see “if Now You is covered for all of life’s constant changes.”
Though “hard numbers” are not currently available, one measure of success is the reaction of the independent agent network. Print is the medium they use the most themselves, locally, so we’re pleased to note that they have greeted this campaign enthusiastically by quickly opting to use local-market advertising print pieces in greater numbers this year.