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Indiana Farm Bureau unveiling ads during Super Bowl

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It seems more and more insurance companies are taking to the television airwaves to promote their products in ad campaigns.

Who hasn’t seen the “Like a good neighbor, State Farm is there” or “We are Farmers” spots?

Add another campaign to the mix—this one developed by an Indianapolis agency and debuting during Sunday’s Super Bowl matchup between the Green Bay Packers and Pittsburgh Steelers. Super Bowl advertising is among the most-anticipated elements of the televised game.

Four different ads for Indiana Farm Bureau Insurance will be shown regionally during the matchup. The spots for the Indianapolis-based insurer are built around the slogan “stop knocking on wood.”

“Our campaign is tapping into what we found in our research—that most consumers aren’t all that up to speed on what type of coverage they have,” said Young & Laramore President Tom Denari. “When we asked them specifically, if they had a fire or accident, what would be covered, they clearly had no idea. They’re knocking on wood. They’re hoping it doesn’t happen.”

Indiana Farm Bureau signed a deal in August to make Young & Laramore its advertising agent of record. Farm Bureau officials said then that they discussed the job with several ad agencies, but chose Y&L because of the firm’s track record in Indiana and beyond.

Earlier last year, the firm recaptured the account for Columbus, Ohio-based Stanley Steemer, the nation’s largest flooring and upholstery cleaning company based on sales. And last month, it scored a national contract with Ohio-based Scotts LawnService.

The Farm Bureau ads feature real-life scenarios, such as what’s covered if an automobile is stolen or a wedding ring is lost.

The campaign is the property and casualty insurer’s most aggressive yet, said Tom Faulconer, senior vice president and chief marketing officer for the insurer, part of the national Farm Bureau network. The company employs 1,200 people in Indiana and wrote $486 million in premiums in 2009.

“We’re up against a crowded field with Geico and Progressive, and they’re spending millions and millions of dollars that we don’t have to spend,” he said. “We’re trying to differentiate ourselves.”

Thirty-second spots airing nationally on Fox during the game sold for about $3 million each. Indiana Farm Bureau’s ads will cost the company six figures, Young & Laramore's Denari said.

The spots unveiled during the Super Bowl will run throughout the year. Additional ads will be developed in the fall for next year, Denari said.

“We have always done more of a name-recognition, feel-good type of campaign,” Faulconer said. “This one’s a little more direct. It’s more than just branding.”

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  1. Of what value is selling alcoholic beverages to State Fair patrons when there are many families with children attending. Is this the message we want to give children attending and participating in the Fair, another venue with alooholic consumption onsite. Is this to promote beer and wine production in the state which are great for the breweries and wineries, but where does this end up 10-15 years from now, lots more drinkers for the alcoholic contents. If these drinks are so important, why not remove the alcohol content and the flavor and drink itself similar to soft drinks would be the novelty, not the alcoholic content and its affects on the drinker. There is no social or material benefit from drinking alcoholic beverages, mostly people want to get slightly or highly drunk.

  2. I did;nt know anyone in Indiana could count- WHY did they NOT SAY just HOW this would be enforced? Because it WON;T! NOW- with that said- BIG BROTHER is ALIVE in this Article-why take any comment if it won't appease YOU PEOPLE- that's NOT American- with EVERYTHING you indicated is NOT said-I can see WHY it say's o Comments- YOU are COMMIES- BIG BROTHER and most likely- voted for Obama!

  3. In Europe there are schools for hairdressing but you don't get a license afterwards but you are required to assist in turkey and Italy its 7 years in japan it's 10 years England 2 so these people who assist know how to do hair their not just anybody and if your an owner and you hire someone with no experience then ur an idiot I've known stylist from different countries with no license but they are professional clean and safe they have no license but they have experience a license doesn't mean anything look at all the bad hairdressers in the world that have fried peoples hair okay but they have a license doesn't make them a professional at their job I think they should get rid of it because stateboard robs stylist and owners and they fine you for the dumbest f***ing things oh ur license isn't displayed 100$ oh ur wearing open toe shoes fine, oh there's ONE HAIR IN UR BRUSH that's a fine it's like really? So I think they need to go or ease up on their regulations because their too strict

  4. Exciting times in Carmel.

  5. Twenty years ago when we moved to Indy I was a stay at home mom and knew not very many people.WIBC was my family and friends for the most part. It was informative, civil, and humerous with Dave the KING. Terri, Jeff, Stever, Big Joe, Matt, Pat and Crumie. I loved them all, and they seemed to love each other. I didn't mind Greg Garrison, but I was not a Rush fan. NOW I can't stand Chicks and all their giggly opinions. Tony Katz is to abrasive that early in the morning(or really any time). I will tune in on Saturday morning for the usual fun and priceless information from Pat and Crumie, mornings it will be 90.1

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