Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Slide 3
  • Thumb 0
  • Thumb 1
  • Thumb 2
  • Thumb 3

FM Global
FM Global Resilience

RAN IN: United States, Canada

CLIENT
FM Global

Roberta Butler, Sr. VP, Manager, Marketing
Mick Byrne, AVP, Manager, Brand Strategies
Steve Zenofsky, AVP, Manager, Public Relations & Advertising
Martha Young, Strategic Communications Consultant

AGENCY
Ogilvy & Mather *Lead Agency

Alfonso Marian, CCO
Sean Remler, Managing Director
David McMillan, Group Creative Director
Melissa Evans, Associate Creative Director
Deborah Dennis, Director of Global Planning
Mareike Klemp, Acct. Director


SUMMARY

What protects the worlds most important companies from total disaster? Why its the sleepy, overlooked, critical role of commercial property insurance. And how did FM Global break through the field of bigger competitors, reignite their frozen lead machine, with a miniscule 2% SOV, and no incremental budget? They shifted the conversation from insurance to Resilience - using knowledge to avoid risk. With powerful sports metaphors driving home their core philosophy; they annihilated all goals for brand strength, online engagement and lead revenue. And they did it with a 720% ROMI.

CASE VIDEO


Hero Medium: Interactive/Online

Audience: C-Suite & Risk Managers

Objectives: Increase sales, volume

Type: Business-to-Business

Classification: National

Language: English