We were charged with setting up NJM Insurance Group to enter the Pennsylvania market and outwardly define a brand that, as a closed network, had historically done limited marketing. As an insurer with over 100 years of history, NJM knew who they were. Once we dove into strategy and conceptual development, we also found out who they were and how, unique to the market, they were able to project an authentic air of empathy and understanding. It was through that that we developed their brand voice and, ultimately, how they would introduce themselves in PA.
The team to develop the rollout plan and the visual executions which included TV, billboard, print and digital proving early validation of this new campaign.