Rural delivery: FMG and Saatchi & Saatchi take to the Tube

  • Advertising
  • May 1, 2012
  • Ben Fahy
Rural delivery: FMG and Saatchi & Saatchi take to the Tube

In late 2010, FMG shacked up with Saatchi & Saatchi Wellington, embarked on a bit of a brand refresh and ramped up its advertising, both to position itself as risk advice specialists with an in-depth understanding of the unique issues New Zealand farmers face, but also to try and move it further into the mainstream insurance market. And it's taken a fairly novel, and some might say fairly un-rural approach to attract customers: a YouTube channel that was launched mid last year.

Youtube Video

Youtube Video

"We made the decision early on to use [the YouTube channel] as a vehicle to connect with ‘Lifestylers’ and the younger rural audience to offer advice and insights through an informal and often humorous approach," says Glenn Croasdale, FMG marketing manager. "And we’ve seen some good results to date. This is a new channel for us and we are continuing to tweak our social media strategy to enhance the user experience."

Youtube Video

The thief's guide to your lifestyle block video caught our attention last year, and it followed that up with some other clips to show the risks those in rural areas face, such as power surges. It also ran an integrated multi-media educational campaign last year called Stop & Pop, which used a combination of animated avian humour, online, social media, direct mail and public relations initiatives to increase awareness of tractor fire risks, educate clients, encourage behavioral change and ultimately reduce both the number and cost of claims.

Youtube Video

FMG is set to launch some refreshed brand ads on 7 May.

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TVNZ rolls out Survivor with a burst of contemporary style

  • Advertising
  • April 28, 2017
  • Erin McKenzie
TVNZ rolls out Survivor with a burst of contemporary style

With ​​Survivor New Zealand set to hit screens on 7 May, TVNZ has released another round of its campaign with a colourful, energetic video via TVNZ Blacksand, as well as unveiling the contestants. We chat to executive creative director Jens Hertzum about giving the local format a contemporary and fun feel.

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