NJM Insurance Group, working with Brownstein — one of the longest-running independent advertising and public relations agencies in the country — has unveiled a new campaign that takes aim at the insurance category’s marketing conventions. Emphasizing NJM’s award-winning customer satisfaction with the auto insurance claims experience, ‘No Jingles or Mascots’ is the insurance provider’s latest and boldest campaign to date, as the brand expands into new markets as a growing regional player.
“Our work with Brownstein revealed how much our policyholders care about the superior standard of service that NJM delivers,” said Cam Maio, Vice President of Marketing at NJM. “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.”
Although NJM is a long-established insurance provider in New Jersey, the group is quickly 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 $2B annually in search of market share.
In this crowded and competitive category, NJM needed a way to creatively differentiate itself. Brownstein’s team developed a creative platform that acknowledged the many tropes of the category, reminding consumers that finding a trusted insurance partner goes well beyond all the marketing gimmicks of insurance advertising with a new tagline — “NJM: No Jingles or Mascots, Just Great Insurance.”
“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,” said Gary Greenberg, Executive Creative Director at Brownstein. “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.”
“This campaign highlights Brownstein’s unique talent of working with heritage brands embarking on transformation,” said Marc Brownstein, President and CEO at Brownstein Group. “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.”
You can watch more spots from the campaign here.
About NJM Insurance Group
NJM is a regional property and casualty insurer with a national reputation for customer satisfaction. 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. To learn more, visit njm.com.NJM received the highest score in the J.D. Power 2020 U.S. Auto Claims Satisfaction Study of customers’ satisfaction with their auto insurance claims experience. Visit jdpower.com/awards for more details.
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 at Advertising Week’s Madison Avenue Walk of Fame.