Philadelphia, PA – September 6, 2021 – NJM Insurance Group and its agency, Brownstein, today unveiled the latest spots in its ongoing “No Jingles or Mascots” campaign, which takes aim at the insurance category’s marketing clichés to illustrate NJM’s promise to its policyholders: exceptional service and coverage, without the gimmicks.
Featuring three new spots as part of a fully-integrated campaign, the latest installment expresses the brand’s promise by highlighting its transparent, straightforward service, underscoring that great insurance has nothing to hide. In fact, NJM has once again been acknowledged by J.D. Power, who ranked the organization #1 for Customer Satisfaction Among Auto Insurers in the Mid-Atlantic Region.
“Consumers are often concerned that insurance companies don’t have their best interests in mind,” said Cam Maio, Vice President of Marketing at NJM. “Our unique reputation is built upon our commitment to our customers, and this campaign is a lighthearted way of demonstrating our customer-first experience.”
Featuring CGI animals, tchotchkes and a “Jingle Guy,” the new spots play off common creative executions in the insurance category. From a Ferret interviewing for a mascot position to an entertainer on a truck driving past a claim site, they provide playful commentary on the industry’s crowded – and clichéd – marketing landscape.
“The characters and situations dive further into exaggerated territory, but the creative concept is a direct reflection of what’s happening in the industry; we’re just holding up a mirror to it,” said Kaitlyn Castillo, Associate Creative Director at Brownstein. “We counter these exaggerations with documentary-style filming techniques that bring the audience in with us to emphasize NJM’s honest and straightforward relationship with their customers.”
As a long-established insurance provider in New Jersey, NJM is quickly expanding into new Mid-Atlantic and Midwest markets. This latest continuation of the overarching “No Jingles or Mascots” campaign features a multi-channel media plan handled by Harmelin Media, inclusive of TV, online video, OOH, radio, social, digital display, print, direct mail and more – helping the brand differentiate itself in the highly-competitive insurance category and make a lasting impression with new customers.
“When you dig deep enough, you can find the deeper truth – and there’s no denying that the idea behind ‘No Jingles or Mascots’ rings true for NJM,” said Scott Cirlin, Associate Creative Director at Brownstein. “It’s a simple yet powerful strategy –– that’s resulted in a series of creative, compelling and effective executions for the brand.”
Brownstein is an independent advertising and public relations agency based in Philadelphia. Founded at the height of the Creative Revolution in 1964, we are one of the longest-running independent agencies in the country, offering expertise across brand strategy, advertising, public relations, social media, and digital services. We build unstoppable brands by helping clients navigate the changing tides of culture and business with a focus on Brand Longevity™, and have worked with a range of companies including NJM Insurance Group, IKEA USA, Comcast Xfinity, DuPont™, Sorona®, TruGreen, The GIANT Company, ACI Worldwide and Saint-Gobain North America. Brownstein is an Ad Age Small Agency of the Year, a PRNEWS Small Public Relations Firm of the Year finalist, and an inductee into Advertising Week’s Madison Avenue Walk of Fame.
About NJM Insurance Group
NJM is among the Mid-Atlantic’s leading property and casualty insurers. Founded in 1913, NJM’s mission is to provide value-based insurance solutions to its policyholders with the highest levels of service, integrity, and financial stewardship. The Company operates in a mutual fashion for the exclusive benefit of its policyholders. Headquartered in West Trenton, NJ, NJM employs nearly 2,500 workers. For more, visit njm.com.