FARMERS INSURANCE X TOURNAMENT OF ROSES

The Love Float

Insurance is often thought of in bad circumstances and situations - accidents, theft, and death.  But at Farmers Insurance we wanted to change the narrative and position our agents as trusted advisors that were there for you throughout life's journey - both the bad AND the good.  As a long-time sponsor of the famous Tournament of Roses, we decided to be more than a New Year's Day float by hosting a real-life wedding.  But this was more than just a bride and groom getting married; it was a wedding voted on by America - from the actual couple itself to the wedding dress, cake and more! 

 The Love Float earned national media coverage, including The Today Show, the Nightly News, and Good Morning America.  The campaign saw a 116% lift in brand consideration and a 40% lift in likelihood to recommend Farmers, while also driving people to engage with Farmers to vote and learn about insurance solutions for those big life changes (marriage, new house, baby, college education, child's first car).