This Super Bowl Sunday, Farm Bureau Insurance of Indiana and advertising agency Young & Laramore are introducing new advertising to build out their successful regional campaign, “Stop Knocking On Wood,” leveraging the nation’s biggest day for advertising to launch new TV ads for the third year in a row.
This year, Farm Bureau and Y&L are reimagining “Stop Knocking On Wood” with a distinctly different look and feel. The ads will continue to highlight the fact that many Americans are putting themselves at risk because they aren’t familiar with their insurance coverage by showing the unexpected impact a lack of understanding about insurance can have on them and their families.
Each of the new TV spots, which begin airing February 3, provides a glimpse into an everyday situation where consumers are forced to make do because their insurance provider wouldn’t cover their damages. From newlyweds leaving the church in a smashed car, to little boys playing in a grounded tree house, the campaign presents relatable scenarios that could happen to anyone.
The new spots will air regionally during the Super Bowl and pre- and post-game shows, helping the brand to reach large audiences and capitalize on the unique energy and anticipation for advertising on Super Bowl Sunday. This strategy has proven effective in recent years—in 2012 Farm Bureau reported impressive new policy sales growth ranging from 11.8% for property and casualty policies, to 39.5% for life insurance premiums.
“Super Bowl Sunday provides a special platform and halo for introducing new advertising, and it has been very effective for Farm Bureau in recent years,” said Tom Denari, President and Principal, Young & Laramore. “In the local markets, most people will remember that they saw the campaign for the first time on Super Bowl Sunday, and this helps the spots and campaign message resonate stronger throughout the year.”