THE CHALLENGE
How does a regional insurance company make its voice heard when national giants dominate the airwaves with huge budgets? NJM was determined to grow its footprint without outspending the competition.
The insurance market had reached a saturation point—everywhere you turned, you heard a catchy jingle, a mascot or another tactic unrelated to insurance. While this marketing generated plenty of noise, they fell short on customer service. Our research revealed an opportunity: consumers were desperate for an insurer that put real service ahead of gimmicky tactics.
Instead of adding more noise to the jingle-and-mascot crowd, NJM leaned into its true strength—award-winning customer service and a century-plus track record of doing right by policyholders. Our creative platform did away with gimmicks and instead delivered a clear, honest message: At NJM, great insurance speaks for itself. No jingle required, no mascot necessary—just a razor-sharp focus on what really matters to customers.
What once stood for New Jersey Manufacturers was now given a whole new meaning. The use of NJM’s acronym in the tagline, along with a clever logo animation featured at the end of every spot, helped familiarize people with the name in new markets.
We launched with a fully integrated, brand-building campaign across traditional, digital, and social channels. Today, we’ve produced more than 20 spots with new work rolling out on a quarterly basis and business-boosting results that keep rolling in.
WE GOT 5 YEARS OF GROWTH IN 1.5 YEARS FROM THIS CAMPAIGN.
-Mitch Livingston,
Former CEO of NJM Insurance
We’ve even extended the brand campaign into professional sports partnerships with the Philadelphia 76ers and Cleveland Browns – the only time we’ll make an exception for mascots.
