Case Studies / NFU Mutual
NFU Mutual's 'More Important Things' broadens brand appeal
- Client NFU Mutual
- Industry Finance and Insurance
- Key Service TV Commercial
A new suite of brand response TVCs designed to showcase the breadth of the brand offering
Our Role
- BRAND STRATEGY | CREATIVE | DISTINCTIVE BRAND TOOLKIT
What we love about Happy Hour is their ability to deliver almost perfect scripts on their first attempt – quite a rarity. They then deliver a cost effective solution to a business problem on time and to budget. The people make the difference – nothing is ever too much trouble.
Bev Mitchell, Marketing & Digital Director, NFU Mutual
Challenge
Correct perceptions that NFU Mutual is an old-fashioned brand that only offers insurance for farmers, by driving awareness and consideration among a broader base of insurance consumers.
Insight
The target audience of ‘Quality Considerators’ want to get their insurance right and will take the time to consider it properly. NFU Mutual is the brand that the quality conscious choose for absolute peace of mind, with a fiercely loyal customer base. We need to let more people in on the secret.
Creative Strategy
We developed a fluent device inspired by the logo, underpinning the promise that NFU Mutual is always there with you, which appears throughout each of the three commercials in this campaign.
Sanjeev Bhaskar was selected as Voice Over artist for audible stand-out in both the TV and Audio advertising.
Results
- Brand Consideration: 3% above target
- Brand Awareness: 7% above target
- Home Product Consideration: 4% above target
- Motor Product Consideration: 4% above target
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