Jewelers Mutual Group is awarded IMCA’s Award of Excellence
Specialized insurer receives award for “Jewelry Obsessed Campaign”
For the past 62 years, the IMCA (Insurance Marketing Communications Association) has recognized the best work in insurance marketing and communications. Jewelers Mutual Group is excited to accept the 2020 Award of Excellence for their “Jewelry Obsessed” marketing campaign.
The campaign was a joint effort from Jewelers Mutual and Chicago-based advertising firm, Laughlin Constable. The campaign’s goal was to continue to drive awareness of Jewelers Mutual’s Personal Lines insurance.
The premise for the “Jewelry Obsessed” campaign was inspired by consumer focus groups, where not surprisingly, research showed that most consumers are obsessed with their jewelry because of the emotional events their pieces represent, such as marriage, a special trip or a promotion. They’ve obsessed over every detail when they researched and purchased these pieces and they continue to play a highly emotional role in their lives.
When it comes to insurance for their jewelry, however, consumers have spent very little time considering options. More often than not, they anticipate their jewelry is automatically covered on their existing homeowners insurance policy. The “Jewelry Obsessed” campaign highlights this disparity and drives home that Jewelers Mutual, a specialized insurer in the industry for over 100 years, is the right solution for them.
“We are honored to be recognized by IMCA for our effective and innovative work done with the 'Jewelry Obsessed' campaign,” said Tyler Krowiorz, Brand Marketing Manager at Jewelers Mutual. “Jewelry insurance is about more than a financial investment. It’s about protecting the stories behind these jewelry pieces. We wanted to – in a fun and slightly off-center way, show how we share in this jewelry obsession with consumers. Insuring jewelry is all we do and have done since 1913, and to us that defines obsession.”
To read more about IMCA or to see the full list of IMCA Showcase Award winners, click here.
IMCA is the oldest insurance marketing trade association in North America, founded in 1923 as the Insurance Advertising Conference (IAC). In 1984, they changed their name to the Insurance Marketing Communications Association to better reflect the evolving roles of insurance communicators. The name was amended in 2005 to the Insurance Marketing & Communications Association to better differentiate members’ broad expertise in marketing, public relations, corporate communications and emerging digital communication practices. For more information, visit: imcanet.com.
About Jewelers Mutual Group
Jewelers Mutual Group was founded in 1913 by a group of Wisconsin jewelers to meet their unique insurance needs. Today, Jewelers Mutual offers products and services nationwide and throughout Canada that enable jewelry businesses to run safe, secure, and successful operations. Consumers also put their trust in Jewelers Mutual to protect their personal jewelry and the special moments it represents. The group's strong financial position is reflected in its 34 consecutive ratings of "A+ Superior" from A.M. Best Company.