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.

Diversity and inclusion in action: Why Spark gets behind the Pride community

  • Media
  • February 21, 2019
  • Sarah Williams
Diversity and inclusion in action: Why Spark gets behind the Pride community

One of Aotearoa's biggest companies, Spark, is a firm supporter of the LGBTQI+ community through its annual Pride advertising campaigns, its partnership with charity OUTline, and its diversity and inclusion values within the company. Head of brand at Spark New Zealand Sarah Williams explains why the company chose to champion this social issue, how these campaigns attract both the loudest praise and the greatest vilification from New Zealanders, and why that it makes it the most important cause the company champions.

Read more
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!

©2009–2019 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