FMG has been on a mission to cement its place as a key player in the rural insurance sector. And it's hoping a new print campaign by Saatchi & Saatchi Wellington that launched over the weekend will help raise the awareness even further—and tell the FMG story to even more New Zealanders.
“The new suite of advertising applies a fresh and reinvigorated look and feel, designed to provide cut-through and ensure our advertising passes the ‘flick test'," says Glenn Croasdale, FMG's marketing manager. "As we continue to focus our attention on growing our rural and rural-affiliated books, we have applied an unashamedly strong rural feel to our new advertising. Developing on last year’s approach, we have continued to apply a simple, bold and edgy attitude to how we communicate our many points of difference, based around the core strategic insight that we know rural better than any other insurer."
The new ads hit newspapers and magazines over the weekend, with the rural readers taken care of with ads in Straight Furrow and NZ Farmers Weekly, and the mainstreamers targeted through the Sunday Star Times and the Herald on Sunday.
And while the manure happens line certainly isn't new (there's even what looks like a really bad app with that name), it has been used much closer to home last year by another insurance company that was playing the rural card.