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FMG: LIfe's a Dream

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Auckland full-service indie BCG2 has created a new lifestyle campaign for specialised rural insurance company FMG. The insurer is renowned for their rural insurance - but that doesn't mean they just cover farmers and their farms. With the increasing trend of city dwellers moving to the country, lifestyle blocks are an important part of the market that FMG specialises in. To let lifestylers know about this, BCG2 created Life's A Dream which - through TV, online, and print - aims to show lifestyle block owners that a move to the country might be a move to the good life, but they need to be with an insurer who can help them manage the risks.

With this in mind, the campaign shows the trials and tribulations of lifestyle block living, summed up with the line: You’ve improved your lifestyle, now improve your insurance with FMG.

The tvcs were shot north of Auckland by Perry Bradley from Film Construction, a lifestyle block owner himself. The music was written by Jim Hall, who is definitely not a lifestyle block owner.”

BCG2 Executive Creative Director James Blackwood commented: “It’s been a tad difficult trying to put stuff together this year and this was a lot of fun to make, so hopefully that’s apparent in the result and people enjoy a little light relief.

“Part of the challenge was to stay true to the FMG tone, but invite a more urban audience into our heartland. I think Perry and Jim did a great job helping make that happen.”

FMG Client Propositions & Online Services Manager Glenn Croasdale said: “We know the effort that goes into managing a lifestyle block, but it can also be very rewarding too. FMG has been insuring people in rural New Zealand for over 115 years.

“Many of the risks facing a lifestyle block owner are similar to those faced by farmers, just on a different scale, and we’re particularly keen to encourage those relatively new to the country to question whether they’ve considered their insurance is fit for purpose for their new challenge.”

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