Farmstrong is an organisation which looks out for the well being of farmers, which in recent times has become an area which needs attention, with 14 farmers taking their own lives during the second half of last year. The organisation has released a TVC addressing the issue in a subtle way, using a farmer as the protagonist who has a nonchalant approach to well being, which illustrates how easy it can be to slip into bad habits.
From the moment FMG and bcg2 met each other at the pitch process, there were sparks. The rural insurance company was already with Saatchi & Saatchi, but that didn’t seem to matter. bcg2 has since been awarded the creative contract for FMG going forward.
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.
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.
Saatchi & Saatchi has been appointed as the new creative agency for New Zealand rural insurance company FMG, beating out three other agencies in a competitive pitch, and taking over from ‘the heartland agency’ Tracta, previously known as Adplus.