FMG unveils ‘We’re here for the good of the country’ positioning in new campaign via bcg2
bcg2 has launched its FMG brand campaign after winning the account in a September 2014 creative pitch.
The multi-media campaign introduces FMG’s new brand positioning ‘We’re here for the good of the country.’ This reflects FMG’s role as New Zealand’s leading rural insurer helping farmers, growers and rural businesses to manage their risks and achieve more. While this positioning firmly establishes FMG’s rural focus, it also pays tribute to the way these communities underpin the prosperity of New Zealand.
Says Glenn Croasdale, head of marketing, communications & digital at FMG: “Our aim for the ‘rural conversations’ campaign was to bring to life the strong advocacy FMG enjoys from its clients and demonstrate this as authentically as possible. FMG celebrates 110 years of servicing the rural community this month, so it was great to be able to launch this campaign and share some of the unique 
points of difference that have made us New Zealand’s leading rural insurer.”
To capture these conversations, bcg2 worked with director Kevin Denholm of Exposure International Ltd to interview more than 20 FMG clients from Invercargill to Kaipara over a two month period.
Says James Blackwood, CEO and ECD at bcg2: “It’s extremely brave for a 
client to invite its clients to speak about them in an unscripted, no-holds-barred way. But it’s typical of the sort of down to earth, ‘call a spade a spade’ approach that FMG exemplifies. We were fortunate to have Kevin on board to tease out some fantastic performances from some classic kiwi characters.”
Campaign launch channels include online video, radio, print, OOH, digital as well as internal sales and promotional materials. The online video draws attention to many aspects of FMG’s culture and values that make them truly distinctive from conventional insurers.
Says Croasdale: “Communicating these points in a fun and interesting way that beautifully captures the attitudes and personalities of rural New Zealand has been a rewarding experience. The work is testing really well and we are very pleased with the feedback we are getting.”
Says Robin Powell, creative director bcg2: “As well as getting to work with a superb client and doing some work we’re all really proud of, I can now appreciate a good lactation curve when I see one.”