New Zealand’s number one rural insurer, FMG, has launched the latest instalment in their long-term brand platform, “We’re here for the good of the country”.
Created by BCG2, the idea tells the story of a young farming couple who want to take their next important step and are searching for the right partner to help them progress and manage the risk. With FMG being an integral part of the rural landscape, they’re the obvious partner.
Andy Morton from Reel Factory directed the 45, 30 and 15-second TVCs. The campaign is also supported by print, OOH, digital, social and radio.
BCG2 Chair and Executive Creative Director James Blackwood says: “Our long-term partnership with FMG has also been progressive and forward-focused. We’re incredibly proud to play our part in the success of FMG as they continue to grow year on year and rightfully confirm their place in the hearts and minds of heartland rural New Zealand and the Lifestyle sector. This campaign marks a new direction for FMG. Built around the insight of community referral being one of our strongest levers, ‘Ask around about us’ is a genuine challenge for others to compare us against the competition.”
Richard Aitken, Marketing Manager at FMG says: “Being a mutual, we are truly proud of our partnership with our clients and believe in new clients asking around about us. It’s the strongest, most authentic endorsement a brand could ask for and we believe BCG2 have found an authentic way to do it, that’s true to the values we hold dear.”
The campaign was shot in April across Waikato, Otago and Canterbury to capture the diverse sectors of rural New Zealand.
Chief Marketing Officer: Glenn Croasdale
Marketing Manager: Richard Aitken
Creative: James Blackwood, Robin Powell
Account Director: Aaron Jacobsen
Strategic Director: Jose Alomajan
Managing Director: Michael Jarvis
Agency Producer: József Fityus
Production Company: Reel Factory
Director: Andy Morton
Producer: Peter Clews
Executive Producer: Dan Watkins
Editor: Dan Kircher
Online/Colourist: Marc McCarthy
VFX: Tom Van Den Brink
Stills Photographers: Alex Wallace, James Blackwood
Original Music Composition: Jim Hall
Track-lay and Mix: Nigel Foster