9th Annual Shorty Awards Categories

All finalists have been announced, stay tuned for more updates about the 9th Annual Shorty Awards on April 23, 2017

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

Farmers "Hall of Claims" Campaign

Entered in Integrated Campaign

Objective

Highlight the experience of Farmers Insurance agents to increase consideration, visits to Farmers.com, and initiated insurance quotes.

Strategy

A water heater rockets through a home before crash-landing on a car. A determined terrier torches a kitchen in its pursuit of pepperoni. A goat wages war on its reflection, trashing a car in the process. These are real insurance claims that real Farmers agents have covered.

In these stranger-than-fiction stories, we found a wealth of material to work with. These are true-life tales that would remind people that Farmers has seen almost everything, so they know how to cover almost anything.

It was in this spirit that the Hall of Claims—a fictitious museum filled with exhibits that highlighted Farmers' most bizarre and improbable claims—was born.

This museum became the jumping off point for our campaign, with each featured story leading to multiple executions across TV, social, and digital. For example, a claim about dogs flooding a house became the TV spot "Mer-Mutts," which took advantage of the arrival of the Summer Olympics by celebrating canine athleticism and artistry. This story was extended through Facebook with a 360-degree video, pet-shaming posts, and our own Dog Diving event on YouTube.

Other claims were also highlighted with rich media and pre-roll units that brought our Hall of Claims exhibits to life, guided Facebook meditations meant to soothe people's fears of the unexpected, Facebook memories of destruction, and parody pre-roll ads that viewers could opt to destroy rather than skip.

Through these pieces we were able to entice people back to a digital version of the Hall of Claims, where they could explore the full breadth of real calamities Farmers has covered and which served as an entry point for quote requests and other Farmers services.

Results

Throughout the campaign, our digital content drove over 3.4 million people to the Hall of Claims site. Visits to Farmers.com were up 115%, initiated quotes rose 127%, and consideration increased by 33%. All proving the point that not only is truth stranger than fiction, but, in the case of Farmers, more compelling as well.

Media

Video for Farmers "Hall of Claims" Campaign

Produced by

RPA, Farmers Insurance

Link

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, Vine and the rest of the social web.

The 9th Annual Shorty Awards will be held April 23, 2017 in NYC and streamed to the public.