Ad Nut
Jul 22, 2024

NRMA Insurance rebrands with a promise to help

Developed in partnership with Accenture Song, the campaign features a fresh cover of The Beatles' 'Help!' by The Murlocs, introduces a new visual identity, and underscores the importance of community support.

As many a woodland creature can attest to, life isn't always about friendly gatherings and sunlit frolics. The heart of the forest is a place where survival of the fittest reigns supreme, where every day is a battle of wits and strength, and the difference between being a prey or predator can hinge on a single leap or flutter. Yet, even within this harsh reality, there exists an intricate ecosystem where every creature plays a vital role, reminding us that even in the most unforgiving environments, mutual support is essential.

Alas, nature has bestowed humanity too, with this significant role: To help.

Enter NRMA Insurance’s new campaign, which rebrands the company as a 'help company'. Partnering with Accenture Song, NRMA launches this initiative to highlight their commitment to providing support—admirable, especially given their track record in aiding during bushfires, climate emergencies, and rebuilding lives.

Developed in partnership with Accenture Song, the campaign features a fresh cover of The Beatles' 'Help!' by The Murlocs and introduces a new visual identity. Directed by Sanjay De Silva and produced by Division, the effort has a central 60-second TVC and launches the brand's new era by asking 'what would a help company do?'. The film showcases everyday Australians being supported through challenges ranging from home rebuilds and emergency assistance to car repair and safety interventions. 

The new positioning also comes with a fresh visual identity, a multi-channel marketing campaign across OOH, audio, radio, print and socials, and a partnership with Nine for the Olympic and Paralympic Games Paris 2024 launching from 26th July. 

 

NRMA Insurance CEO Julie Batch says: “Help has been at the heart of NRMA Insurance since its humble beginnings in 1925 as a member-only company that provided motor insurance policies to some of the first drivers in New South Wales. Since then, we have grown to become a national brand and have helped millions of people, protecting their cars, homes and businesses. As we approach our 100th anniversary, Australians are facing new challenges, and we know from our customers they expect businesses they interact with to do more than provide a product and proactively address their needs and support their communities. Establishing ourselves as a help company is a bold declaration for how we will deliver for our customers now and into the future through the insurance we provide and the ways we help create safer communities.”

Accenture Song CEO David Droga adds: “This work shows the power of a simple but deeply relevant idea. In a category that can feel complicated, but NRMA Insurance is providing a customer experience that honours the heritage of its brand and makes things simpler for its customers.”

Ad Nut appreciates the genuine effort to create resilient communities, from education initiatives like Help Nation to everyday product benefits, such as coverage even if you forgot to lock your front door or if someone else is driving your car during an incident. The ambition to integrate help into every aspect of their service is commendable. The aesthetics are also clean, slick, and eye-catching, all great ingredients for a rebrand.

However, Ad Nut can't help but ponder the validity of rebranding as a help entity when fundamentally, NRMA is a paid insurance provider. If customers are paying a premium, isn’t help expected? The notion of positioning a service that is inherently transactional as a philanthropic endeavour might ruffle a few woodland feathers. It's like a squirrel trading acorns for a promise of loyalty—fair, but maybe not entirely altruistic.

Ad Nut applauds NRMA Insurance for their longstanding commitment to community support and the innovative ways they’re looking to aid. Ever the thoughtful observer, Ad Nut will be watching closely to see how this ambitious new chapter unfolds. After all, be it the woodlands or the wider world, a little help can go a long way.

CREDITS

NRMA Insurance:

CEO NRMA Insurance: Julie Batch
Chief Customer & Marketing Officer: Michelle Klein
Executive Manager, Marketing, Brand and GTM Strategy: Sally Kiernan
Executive Manager Customer Experience, Brand & Social Impact: Zara Curtis Executive Manager, Channel, Performance Marketing and Measurement: Mark Echo Executive Manager, Business Enablement and Operational Effectiveness: Luke Farrell Executive Manager, Marketing Growth and Vector Strategy: George Exikanas Manager, Brand and Creative Execution: Lynn Clift
Principal, Brand Communications and Creative Execution: Mahsa Merat
Principal, Brand Communications and Creative Execution: Esther Horsley
Principal, Media: Lisa Jarvis
Specialist, Media: Josh Harrison
Specialist, Content Producer: Luke Mortimer
Specialist, Marketing Partnerships: Brittany Riordan

Accenture Song:

Global CEO: David Droga
ANZ President: Mark Green
Creative Chair: Nick Law
Global CCO: Neil Heymann
Managing Director: Matt Michael
Executive Creative Director: Barbara Humphries Chief Creative Officer: Tara Ford
Creative Directors: Cameron Bell & Sam Dickson Creative Team: Ewan Harvey & Aïcha Wijland General Manager: Kezia Quinn

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.
 
 
Source:
Campaign Asia

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