Grey London has unveiled its first campaign for NFU Mutual, the UK’s leading rural insurer and financial services provider, since winning the account in 2012. The campaign introduces a new brand strapline and positioning – It’s About Time™ – and comprises a new brand identity, including literature, in-store and merchandise; three TV commercials and five press ads; as well as a digital campaign and new website through digital agency POSSIBLE.
The campaign’s overarching strategy and tagline is based on the insight that, in an age where insurance quotes are done in two minutes online and financial decisions are often rushed, NFU Mutual focuses on giving these decisions the time, respect and attention to detail they deserve. NFU Mutual is able to deliver this due to its unique structure of local branch offices throughout the country and the campaign simply reflects the way the business has always achieved better results for its customers.
It’s About Time™ launches on 24 February with 40’ TV spot Tea, depicting the making of a cup of tea in macro detail as an NFU Mutual Agent discusses a policy with a customer. Two further TVCs will roll-out later in the year. All three were directed by Stuart Parr through Blink.
Nick Rowland, Creative Director, Grey London, says: “What sets NFU Mutual apart is its second-to-none attention to detail and the time, dedication and care it takes to ensure its customers get the best possible service. We’ve tried to capture this in the most genuine, aesthetic way possible. It was a great brief and really gave us the chance to make NFU Mutual stand out from the crowd.”
Gina Fusco, Head of Strategy and Marketing, NFU Mutual, adds: “We wanted to communicate what sets NFU Mutual apart: the time and respect we give to customers and their decisions. We’ve been doing business in this way for years, but Grey has done a great job in boiling it down to a single phrase, philosophy and proposition, as well as a striking, contemporary visual identity.”
Grey began working with NFU Mutual in June 2012. The company – which handles more than £13 billion in assets – celebrated its 100th anniversary in 2010.
Project name: It’s About Time
Client: Gina Fusco, Head of Strategy and Marketing, NFU Mutual
Brief: Re-position NFU Mutual, focusing on its unique approach to the financial world.
Creative agency: Grey London
Executive Creative Director: Nils Leonard
Creative Director: Nick Rowland
Creative team: Sam Haynes & Lee Trott
Agency producer: Francesca Mair
Planner: Matt Buttrick
Media agency: Walker Media
Media Planner: Samantha Hale
Production company: Blink Productions
Production company producer: Tiggy Walker
Director: Stuart Parr
Editor: Vee Pinot at GreyWorks
Post-production: James Bamford at The Mill
Soundtrack composer: Tom Player
Music Supervisor: Arnold Hattingh at Platinum Rye
Audio post-production: Ben Leeves / Munzie Thind at Grand Central Recording Studios
Exposure: TV, online, press