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Nashua Insure branding account awarded
MGM Brand Construction & Advertising recently secured the Nashua Mobile contract to assist with the launch of the company's new car and home contents insurance solution, Nashua Insure. According to MGM's MD, Deon Kruger, MGM will be intricately involved in developing the product positioning and entire brand communication strategy, which will encompass both above- and below-the-line elements.
The new offering is an extension to Nashua's cellphone insurance product and marks the company's entry into the competitive vehicle and household insurance market.
Says Kruger, “It's going to be a challenging project because we will be developing the brand strategy and brand architecture for the new insurance product, and assist with the roll-out and implementation of the campaign.
“What makes it even more exciting is that we are basically starting with a blank slate, which gives us room to be creative. At the same time, we have to be extremely particular in the way in which we map Nashua Insure's route to market. It's a tough industry and we are going to have to think out of the box to ensure that Nashua Insure carves a niche for itself in the market with a brand and product offering that is distinctly distinguishable from its competitors.”
According to Kruger, MGM has worked with a number of well-known insurance providers over the years, “so we have an excellent understanding of the insurance landscape. This experience will stand us and Nashua in good stead for the launch of Nashua Insure.”
