Farmers Insurance is getting into the Halloween spirit by using ghouls to promote life insurance. Ā
The company hopes people put aside their apprehension and fears, using Halloween as a fitting occasion to proactively explore the topic of life insurance.
The campaign, from RPA Advertising, consists of 30-second, 15-second and 6-second videos depicting classic Halloween charactersāfrom a power-walking zombie, to a yoga-practicing mummy, to a night-hiking vampireāāliving their best afterlives.ā Ā
The videos will live online in digital placements, along with social content running on Facebook and Instagram. The campaign will run through the end of October, culminating on the spookiest night of the year.
The effort is an extension of Farmersā larger āWe Know From Experienceā campaign, building on the brandāsĀ strategic focus on cultural moments when people are especially engaged. Most recently, Farmers created campaigns around movie award season, seasonal winter games, and a momentous wedding.Ā
This isnāt the first time the company has riffed off Halloween, says Jenny Howell, Farmers Insurance director of advertising.
āLast year we createdĀ The Stranger Claims, a spooky digital campaign which launched on Friday the 13th,ā Howell says. āIt featured an immersive 360-degree virtual experience in which people could explore some of the strangest, creepiest and seemingly supernatural insurance claims seen and covered by Farmers.ā
Halloween is actually a really good time to talk about life insurance.
āLife insurance can beĀ a scary topic for people to think about,ā she says. āThe celebration of Halloween gives us the opening to talk about the need for life insurance in an entertainingĀ and straightforward way: using undead creatures to urge people to ārest in peace of mindĀ this Halloween.'”