Mad Genius
Case Studies

Southern Farm Bureau Life Insurance

The Journey of a Lifetime. Then Some.

Competing with national insurers with larger budgets and greater name recognition, Southern Farm Bureau Life Insurance (SFBLI) needed an integrated multimedia campaign to connect with Millennials during specific life triggers.

The Goals

  1. Build an integrated platform armed with enough content to sustain marketing efforts for 18 months or more
  2. Position SFBLI for newer, younger customers
A grid of four images. One shows a mobile app with an image of a couple on their wedding day, with the headline, "Coverage for a new life together." Another is of an adult hand holding a baby's hand. Another is an image of a hand wearing a wedding ring. The last is a page in a magazine showing a couple on their wedding day with the headline, "There is so much more to life."

The Process

So Much More Than One Campaign

It began with a beautiful, emotional love story: One couple’s journey through decades as they fall in love, get married, buy their first home, start a family, and grow old together. Through this, we organically, elegantly achieve our targeting goals, inspiring every video, photograph, and asset that followed.

Storyboard for "So Much More" ad.

The Services

How Mad Genius Brought Insurance Back to the Future

Client Testimonial

“Mad Genius was able to pull together a beautiful story that highlights key moments in life. Life insurance for our company is about ‘so much more,’ and we are grateful for their expertise in telling that story.”

Will Waldrop, SVP Marketing