‘It’s a bold declaration’: NRMA Insurance unveils repositioning via Accenture Song
NRMA Insurance has unveiled a new brand positioning, establishing itself as ‘A Help Company’ in a bold move to celebrate its 100-year history while looking forward to the next century, via Accenture Song.
The repositioning has been accompanied by a suite of new visual assets and a large-scale campaign, coinciding with NRMA’s broadcast partnership with Nine for the upcoming Olympic and Paralympic Games.
“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,” said NRMA’s chief executive, Julie Batch.
“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.”
The new positioning focuses on how the insurance company assists its customers through its core products and services, as well as education, social impact and advocacy.
Michelle Klein, chief customer and marketing officer at NRMA, said they set an ambition to take their proposition of ‘help’, and scale it, industrialise it, and build it into everything the insurer does.
“Being A Help Company is more than marketing, it means taking action to educate and advocate for our customers at scale but it’s also about delivering the basics brilliantly and that’s what we wanted to capture through this new positioning and the first campaign that supports it,” she explained.
“Through the campaign we profile the many ways NRMA Insurance is here to help, such as Help Nation, our initiative to educate Australians about their local risks and how to prepare for extreme weather.
“In addition, we’ll be introducing new experiences, such as a Policy Snapshot to provide customers with helpful information about their policy, and exploring new technology to help customers identify potential issues with their roof.”
The new TVC, directed by Sanjay De Silva and produced by Division, features a cover of The Beatles’ ‘Help’ by Aussie band The Murlocs.
“This work shows the power of a simple but deeply relevant idea. In a category that can feel complicated, NRMA Insurance is providing a customer experience that honours the heritage of its brand and makes things simpler for its customers,” said David Droga, Accenture Song’s chief executive.
“This is the kind of creative and tech-powered solution Accenture Song was built to deliver for our clients.”
Mark Green, ANZ chief executive of the agency, added: “Help is a very human thing and for NRMA Insurance it’s more than just goodwill – it’s a promise made to all Australians. As NRMA Insurance commits to the next 100 years of help, we feel privileged to partner with one of the country’s most trusted and iconic brands steering business transformation and driving home its position as a category leader.”
The TVC is supported across OOH, audio, digital and print executions, which will begin from July 26 during Nine’s broadcast of the Olympic Games Opening Ceremony.
NRMA’s website has also been refreshed, and a new microsite has launched the highlight the existing and new experiences for customers.
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
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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