NFU Mutual's 'More Important Things' broadens brand appeal

Client

NFU Mutual

Sector

Finance & Insurance

Services

TV Commercials

Project

A new suite of brand response TVCs designed to showcase the breadth of the brand offering.

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 brand 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.

Our Role

Brand Strategy
Engaging Brand Storytelling on TV
End to End Creation & Delivery
Distinctive Brand Toolkit
Brand Icon Development
Live Action Shoot on Location
Animation
Bespoke Music Composition
Clearcast Approval

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.

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

An atmospheric and highly stylised brand commercial that embraces emotive storytelling to differentiate and provoke. Coupled with targeted digital marketing and bespoke social cutdowns, the campaign aired on channels throughout the UK and Netherlands, resulting in increased unprompted brand awareness, brand consideration and web traffic – placing Lyle & Scott firmly top-of-mind among their potential consumers.

20%

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300%

Viverra purus porttitor euismod vitae auctor

56%

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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

NFU Mutual's 'More Important Things' broadens brand appeal

Project

A new suite of brand response TVCs designed to showcase the breadth of the brand offering.

Challenge

Insight

Creative Strategy

Results

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