NRMA campaign shows how it takes care of your ‘baby’

Tim Burrowes

June 8, 2010 10:56

The NRMA has launched the first brand campaign for its car servicing centres, Motor Serve, in New South Wales and the ACT, using babies as a metaphor for cars.

Created by DM agency Mercer Bell the digital component of the campaign includes social media activity, banner ads and a new landing page on NRMA’s website.

There will also be outdoor advertising launching next week, followed by direct mail and press ads.

Mercer Bell said the campaign aims to makes the light-hearted reference to car owners who want a trusted place to take their car – or ‘baby’ – to ‘keep them healthy’.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.