In the business-to-business world, commercial property insurance advertising usually stresses the downside of being underinsured. But FM Global had a real point of difference. It used engineers to assess risk, rather than actuaries to estimate potential loss. Which made FM Global far more relevant to commercial property owners than the competition. FM Global’s preventative rather than reactionary approach demanded to be the heart of our campaign, informing the themeline, “Protecting the value business creates.”
Results: Showcasing knowledge of engineering, not disasters, this campaign not only resonated with prospects but gave FM Global employees a powerful vision to live up to – and set a record for the most industry awards ever won by a business campaign.
