Sustained Success - Services
Service communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
The University of Farmers
After years in a downward trajectory, Farmers Insurance set out with a new brand strategy to make people smarter about insurance. But, with abysmal brand linkage, a nasty misattribution problem with State Farm, and only 2-3% share of voice in a noisy category, they’d need to do more with far less. By creating the University of Farmers, Farmers believed that intelligence could deliver a new, differentiated message. After nine years of punching above their weight, the campaign continues to connect with an audience that values smarts as much as laughs.
Brand: Farmers Insurance
Client: Farmers Insurance
A Rallying Cry For Michigan
Pure Michigan is more than an ad campaign, but a rallying cry for the entire state of Michigan and it's people. Celebrating it's 12th year in 2018 by increasing tourism, tax revenues, and marketing ROI for it's twelfth consecutive year.
Brand: Pure Michigan
Client: Michigan Economic Development Corporation
Agency: McCann Detroit