Long-established in New Jersey, NJM Insurance Group was expanding its service area to four new states. With powerhouses like Geico, State Farm and Progressive outspending NJM by a sizable margin, the brand needed a way to cut through and build an identity among new audiences.
Thanks to big-budget ad campaigns, almost everybody can name the big brands in insurance; however, policyholders struggle to understand (let alone articulate) how their big-name national brand is actually better.
Introduce NJM as an antidote to insurance brands whose names have become synonymous with flash and gimmicks.
Now in its fifth year, NJM’s ”No Jingles or Mascots” campaign satirizes the tropes of the category, while underlining the brand’s superior service and its commitment to putting ‘Policyholders First’. We’ve produced over 20 TV spots (on a quarterly schedule) accompanied by a fully integrated brand-building campaign across traditional, digital and social channels.
This media targeting strategy by Mediassociates targets in-market shoppers using specific data signals, with tailored messaging based on the type of coverage they’re looking for.
