When an insurance carrier sets its sight on significant growth, but is outspent and frankly ‘out-jingled’ strategic focus is essential to break through the crowded (and mascot-saturated) category. Though NJM was a relatively small carrier, we quickly zeroed in on their core strength of positive customer satisfaction scores.
Now in its third year, NJM’s ‘No Jingles or Mascots’ campaign continues to provide satirical commentary on category tropes, while underlining the brand’s unique promise to its customers. After all, there isn’t a mascot in sight when we need our insurer the most.
Check out the press coverage here and the campaign below.
‘Therapy’ provides a comedic peek into the fictional world of a mascot therapist, as the counselor works with a costumed individual to diagnose their anxiety about NJM’s lack of mascots.
‘Father and Son’ spotlights a conversation between a father, who is a mascot, and his son who dreams of one day following in his father’s footsteps. Played by two Highland cows, the subjects of the ad note that consumers want more from their insurance company than a mascot, underscoring the value that NJM brings to its customers.
This round of creative maintains the campaign’s national-attention-grabbing themes, while placing more emphasis on NJM’s award-winning claims experience.
A new aspect of these spots is the mention of NJM’s dedicated representatives, one of the insurance brand’s keys to their continued customer service success. The creative also makes note of NJM’s recent J.D. Power award for an exceptional auto claims experience and their excellent Trustpilot rating, based on more than 9,000 reviews. The recent recognition of the level of customer service that NJM provides adds to an already lengthy list of awards, many of which have been featured in previous marketing for the brand.
To strike the proper balance between humour and emphasising the superior claims experience, Brownstein returned to director Mark Gilbert, who has been a steadfast partner in creating work alongside the agency for NJM. VFX company Stratostorm created the whimsical visual effects in the clouds.
NJM does things differently, and its presence during the big game is no exception. This year, NJM created a special message for people who weren’t tuning into the big game. The spot aired during the game on all the other stations not showing the game itself.
On social, NJM created and promoted (fake) products like “Noisy Jingle Mufflers” to provide audiences relief from the inevitable game break noise.