Muse Communications' multicultural heritage adds a unique dimension to its clients’ marketing intelligence. We are based in Los Angeles which places us at the epicenter of the cultural and...read more
July 11, 2011
The Agency Debuts an African American Brand and Recruitment Campaign
LOS ANGELES (July 11, 2011) – Muse Communications has launched two new advertising campaigns on behalf of Farmers Insurance. The initiatives include a brand and recruitment campaign designed to increase awareness and consideration among African American consumers regarding their insurance needs and the opportunity to own a Farmers Insurance agency.
“Our goal with these campaigns is to reach African American consumers in an engaging way that resonates with their lifestyle,” states Jo Muse, chairman and CEO of Muse Communications. “These campaigns take a cue from the general market initiative with the introduction of Professor Allen, while addressing key factors that are important to African American consumers – community leadership and financial independence.”
Building the Brand Connection
The brand campaign continues the University of Farmers theme while targeting an African American audience. The commercials introduce the newest faculty member, Professor Allen, played by actor Orlando Jones, who helps simplify the complexities of the insurance world and demonstrates the importance of having a Farmers Insurance agent by your side. Jones’s comedic background brings an ironic, yet knowledgeable, tone to University of Farmers that resonates with the target audience.
The campaign will run throughout the year on top African American radio stations in key markets, followed by a print campaign in Essence, Ebony, Jet and Black Enterprise. An online banner campaign will be geographically targeted in key markets in addition to running on top websites such as BlackPlanet.com, BlackEnterprise.com and BET.com.
Live the Life
The second campaign presents the opportunity to own your own Farmers Insurance agency. Recognized as one of the best small business opportunities in America, owning a Farmers Insurance business affords African American prospects the chance to become leaders in their community and invest in a business shielded from changing economic conditions.
The campaign features the Live the Life web portal (www.livethelife.farmers.com), which communicates the Farmers Insurance story and its history with the African American community. Agents and District Managers will have the opportunity to engage one another and share opportunities on the site.
The recruitment campaign is designed to draw traffic to the online portal through targeted direct mail, online campaigns, local radio advertising, agent collateral and recruitment events. As with the brand campaign, the online banners will be geographically targeted in key markets and on top African American websites. The campaign will also run on African American radio station websites.
In addition to traditional advertising elements, Muse Communications has designed Farmers Insurance recruitment events that will take place in key markets through October 2011. The events will feature marketing expert and philanthropist Bernard Kinsey as the keynote speaker, along with celebrity appearances and district manager and agent panels. The goal of the events will be to celebrate African American leadership and what it means to “Life the Life” with Farmers Insurance.
Both the brand and recruitment campaigns will run through 2011.
About Muse Communications
Muse Communication’s multicultural heritage adds a unique dimension to its clients’ marketing intelligence. Muse Communications has received the Agency of the Year award from the American Association of Advertising Agencies, the Mercury Award for Best Radio Spot, the AAAA O’Toole Award for Multicultural Advertising, a CLIO Award, The Advertising Club of New York Andy Award of Excellence, Creative Show Silver Award, Gold Effie Award, Art Directors Club Award, Belding Award and the Hispanic Agency of the Year award from the American Association of Advertising Agencies. For more information, call (310) 945-4100 or visit www.museusa.com.
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Client: Farmers Insurance
Agency: Muse Communications
Chief Creative Officer: Jo Muse
Executive Creative Director: Wilky Lau
Creative Directors: Marcus Moore