bcg2 has launched its FMG brand campaign after winning the account in September last year in creative pitch.
The multi-media campaign introduces FMG’s new brand positioning ‘We’re here for the good of the country’. “This reflects FMG’s role as New Zealand’s leading rural insurer helping farmers, growers and rural businesses to manage their risks and achieve more,” said FMG head of marketing & digital Glenn Croasdale.
“While this positioning firmly establishes FMG’s rural focus, it also pays tribute to the way these communities underpin the prosperity of New Zealand,” he said.
“Our aim for the ‘rural conversations’ campaign was to bring to life the strong advocacy FMG enjoys from its clients and demonstrate this as authentically as possible. FMG celebrates 110 years of servicing the rural community this month, so it was great to be able to launch this campaign and share some of the unique points of difference that have made us New Zealand’s leading rural insurer.”
To capture these conversations, bcg2 worked with director Kevin Denholm of Exposure International to interview more than 20 FMG clients from Invercargill to Kaipara over a two-month period.
“It’s extremely brave for a client to invite its clients to speak about them in an unscripted, no-holds-barred way,” said bcg2 ECD/ceo James Blackwood. “But it’s typical of the sort of down-to-earth, call-a-spade-a-spade approach that FMG exemplifies.
“We were fortunate to have Kevin on board to tease out some fantastic performances from some classic Kiwi characters.”
Campaign launch channels include online video, radio, print, OOH, digital as well as internal sales and promotional materials. The online video draws attention to many aspects of FMG’s culture and values that make them truly distinctive from conventional insurers:
- Dealing direct with clients rather than selling through brokers: www.fmg.co.nz/about-fmg/we-are-different/direct
- A history of working alongside farmers and growers for over 100 years: www.fmg.co.nz/about-fmg/we-are-different/heritage
- Rural specialists with a real passion for rural life: www.fmg.co.nz/about-fmg/we-are-different/specialist
- A mutual, working to give clients a fair deal: www.fmg.co.nz/about-fmg/we-are-different/mutual
“Communicating these points in a fun and interesting way that beautifully captures the attitudes and personalities of rural New Zealand has been a rewarding experience,” Croasdale said. “The work is testing really well and we are very pleased with the feedback we are getting.”
bcg2 CD Robin Powell said: “As well as getting to work with a superb client and doing some work we’re all really proud of; I can now appreciate a good lactation curve when I see one.”
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