Farmers Insurance has extended its partnership with Golf Digest to drive home the importance of experience.

The multiline insurer this week will launch “Experience Counts: Unbelievable Claims,” a print and digital campaign featuring golf ambassador Rickie Fowler and golf instructor Butch Harmon.

The campaign is designed to show the parallels between how a golfer can improve his performance by making slight adjustments to his swing and how consumers can enhance their insurance coverage by working with a Farmers Insurance agent.

Farmers is using the campaign to support its “experience” brand message, build authenticity by speaking to golfers about the frustrations of going it alone without instructions, and capture content from one of the most popular topics in golf media: how Harmon has helped Fowler’s performance on the green.

“Rickie’s success over the past two years is closely tied to his work with Butch. He helped him tweak his game to start performing and winning,” said John Chisholm, Farmers Insurance director of sponsorship.

Farmers, which has run campaigns with Golf Digest over the past two years in support of its “Gaps in Coverage” and “We Know from Experience” messaging, is adding a new character for the 2017 campaign: the “unbelievable golfer.”

The insurer will use the unbelievable golfer to support its “unbelievable claims” narrative: The person with a big story (or claim) about hitting a ball further or straighter than he really does. The stories will discuss how the unbelievable golfer needs an expert to improve his or her game.

Farmers will share the tale of the unbelievable golfer—and how Rickie and Butch analyze and improve his “claim”—through four editorial stories developed in conjunction with Golf Digest. The stories will run on Golf Digest’s video player and www.farmers.com/experience-counts.

Farmers will accompany the stories with a :30 promerical that will promote the video series and the insurer’s involvement.

Farmers will further support its “We Know from Experience” messaging via a sweepstakes that highlights the importance of working with a trusted advisor. The sweepstakes dangles a trip for two to play TPC Sawgrass (where Fowler won the 2015 The PLAYERS Championship), lessons from the PGA Tour Academy, and a trip to the 2018 Farmers Insurance Open where the winner and his or her guest can walk inside the ropes with Fowler and his coach.

Farmers is using the campaign to accomplish four primary objectives:

  • Drive traffic to the Farmers Insurance Hall of Claims (www.farmers.com/hall-of-claims)
  • Promote the Farmers Insurance Inner Circle (auto safety tips, etc.) and Know Your Gaps tool
  • Increase linkage between Farmers and Rickie Fowler
  • Increase brand awareness among golf fans

Farmers uses golf (including its sponsorship of the Farmers Insurance Open PGA Tour tournament) to reach “confident planners”—college-educated consumers who purchase multiple products from a dedicated insurance agent over an extended period of time.

“Since golf resonates so well with our target audience, we’re trying to drive our brand message deeper in a contextually relevant way in a sport that people are passionate about.”

Farmers will promote the campaign through Fowler’s and Harmon’s platforms, as well as channels owned by other strategic partners in the golf industry. Those include The Famers Insurance Open and The PGA Tour.

The insurer also plans to extend reach via Fowler and Harmon cosponsors. Those include PUMA, Cobra, Titleist, Crowne Plaza, Mercedes, Red Bull and Golf Pigeon (Fowler) and Caesars Entertainment, Winn Grips, Sky Sports and Jack Victor menswear (Harmon).

The Experience Counts: Unbelievable Claims campaign will run through mid-October.