NJM Insurance goes beyond jingles and mascots

NJM Insurance Group  unveiled a new campaign that takes aim at the insurance category’s marketing conventions: ‘No Jingles or Mascots’:

“Our work with Brownstein revealed how much our policyholders care about the superior standard of service that NJM delivers. Our latest campaign will now carry that message across NJM’s new and longstanding markets, with a memorable tagline and unique differentiator that underlines the customer-centered experience NJM provides.” – Cam Maio, Vice President of Marketing at NJM.

Although NJM is a long-established insurance provider in New Jersey, the group is expanding into new markets in the Mid-Atlantic and Midwest. But as the brand seeks to make an impression with new customers, NJM faces another challenge: the ferocity of the home & auto insurance media landscape — where many insurance companies spend upwards of $2 billion annually in search of market share.

“We knew from the start that we needed a bold idea to introduce NJM to new markets and set the insurance group clearly apart from the competition . Besides being an attention-grabbing parody of insurance marketing clichés, the campaign highlights NJM’s best-in-class J.D. Power recognition to emphasize their belief of substance over style.” – Gary Greenberg, Executive Creative Director at Brownstein.

“This campaign highlights Brownstein’s unique talent of working with heritage brands embarking on transformation. Our team centered the campaign around NJM’s core differentiators — transparency, honesty, and customer service — and managed to create a new expression of the brand’s values that will surprise and impact new audiences in new markets.” – Marc Brownstein, President, and CEO at Brownstein Group.