Most people are familiar with the countless strange and unbelievable claims Farmers has seen and covered. And if there’s one thing you can expect when you hear their jingle, it’s that one of these funny and unexpected accidents is going down.
Capturing attention early on, especially within digital placements, is critical. Analyzing viewer behavior data revealed that people’s attention spiked when the jingle played. So, RPA flipped the script and created self-aware versions of our claim stories by introducing our jingle before the claim is about to occur, causing the characters to realize that they’re in a Farmers ad and things are about to get weird. The jingle became more than a brand cue to capture attention, it became a narrative cue to keep attention, too.
By integrating our already-famous jingle into our ads, we built suspense, humor, and brand awareness in a fresh way for sound-on environments and placements like digital pre-roll and mid-roll, as well as in-stream on Facebook and Instagram.