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.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

The collaborative approach: Woods Agency's Reuben Woods on tackling the world stage from Tauranga
Sponsored content

The collaborative approach: Woods Agency's Reuben Woods on tackling the world stage from Tauranga

When Reuben and Melissa Woods started Woods Agency in their spare bedroom in Papamoa Beach back in 2004, they only had one regular client, bedroom furniture company Design Mobel. Fourteen years on, their client list spans the length of New Zealand and into the Pacific Islands. We chat with Reuben about how they built an agency that focuses on developing regional companies into world-class brands.

Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit