NJM Insurance Group’s new campaign with Brownstein goes beyond jingles and mascots

by | Apr 12, 2021

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.”

You can watch spots from the campaign here.

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 spots from the campaign here.

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