NJM is Doing Car Insurance Differently by Bucking a Common Industry Trend

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NJM Insurance Group, a car insurance provider located in New Jersey, has partnered with Brownstein to create a marketing campaign unlike any other. In a constantly expanding market, NJM prides itself on customer satisfaction with no gimmicks. NJM’s newest marketing campaign boasts of its position as an industry leader without the use of catchy jingles or mascots.
A black car with 'car insurance' written on the back window
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About NJM car insurance

NJM has been a major player in the insurance industry for 108 years. Unlike its competitors, NJM focused its efforts on cutting deals with industrial plants, corporations, and trade groups instead of selling to the public. This made it possible for NJM to offer its employees automobile, boat, homeowners and worker’s compensation insurance.
NJM’s reputation as an insurance company that offered low prices and snappy customer service was quickly spread by its employees. Through word of mouth, NJM was able to grow its company to be incredibly popular without the use of extensive advertising and branding.

Shifting focus

In 2018, NJM shifted its focus. As the insurance industry grew more and more competitive, NJM saw a lack of growth in its company. To combat this, NJM began offering insurance to the public with plans to expand into Pennsylvania, Connecticut, and Ohio.
Partnered with Oxford Communications, NJM launched its first promotional campaign. The campaign focused on NJM’s authenticity.
“Although NJM had never executed an integrated campaign in the past,” states Oxford’s case study for NJM. “It had a strong sense of its brand Truth – the reason why its exclusive auto insurance is highly valued by its policyholders (and coveted by non-policyholders).“

NJM is doing car insurance differently

In its newest partnership with Brownstein, NJM has released a series of promotional videos that poke fun at the marketing conventions in the insurance industry. The campaign highlights NJM’s credibility with the new tagline–“NJM: NO Jingles or Mascots, Just Great Insurance.”

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