Brownstein and NJM Insurance Showcase the Unexpected and Surprising Side of Insurance

Today, NJM Insurance Group and its agency partner, Brownstein, premiered a fully-integrated campaign for NJM’s business lines. The first large-scale campaign for NJM’s business insurance services offers a fresh perspective on the potential trials of owning a business, and how unexpected scenarios can be remedied by NJM’s award-winning solutions.

To root the campaign in strategic research, Brownstein set out to determine what was important to decision makers when choosing a business insurance carrier. The research found that customers were primarily motivated by a better service experience, as overall satisfaction with business insurance services was dwindling post-COVID. NJM is known for its outstanding customer service that goes above and beyond on behalf of policyholders — a reputation that’s reflected in the campaign’s creative.

The overarching theme touches on the unexpected nature of business ownership, with a bit of a twist, and this concept flexes across channels, including TV, radio, print, OLV, and social media. The TV spot, 'Banana', uses a reversal of expectations to not only illustrate the unpredictability of business life, but to also show the breadth of what NJM covers. Meanwhile, the print component of the campaign takes a slightly more exaggerated approach, engaging readers with an archetypal “If a tree falls in the woods…” scenario that picks up speed (and suspension of disbelief) as it continues.   

“The approach of this campaign uses classic storytelling devices while reminding us that, in business, you can count on the unexpected happening, no matter what industry you’re in,” noted Brownstein creative director, Adrian Castillo. “But, when that does happen, you can trust you’ll have an unexpectedly great claims experience with NJM.”