NRMA Insurance introduces new positioning in first campaign from M&C Saatchi
NRMA Insurance has revealed the first campaign from recently appointed creative agency M&C Saatchi which introduces the brand’s new positioning ‘NRMADE BETTER’, aiming to show how consumers all want “better, whether it be bigger, brighter, bolder, faster or safer”.
The new campaign is a montage of images of children, adults and elderly aspiring to something better set against a song singing about just that.
https://www.youtube.com/watch?v=8Rbhm5KA37E
NRMA Insurance head of marketing Jane Merrick said: “The campaign is a new direction for the brand and we are excited to illustrate to our customers that when things go wrong, we are there to make things better and get them back on their feet.
“Better is our new benchmark, we believe the campaign will show how we offer more than insurance, its peace of mind and we are a leader in the market for consumer choice. With our longstanding experience helping customers, enabling better communities, we are proud to launch this new campaign and bring to life how our customers are in safe hands with us.”
M&C Saatchi regional creative director Tom McFarlane said: “The new campaign is much more than just a new line. It’s a new attitude and a promise made by NRMA Insurance to its customers. Like all good platforms it’s built to stand the test of time.”
Created by M&C Saatchi, the campaign is the first work from the agency since it recaptured the business from Whybin\TBWA in April.
The TV campaign is complemented by radio, outdoor, cinema, social and digital display. It is running in NSW, Qld and the ACT.
Credits
- Client: NRMA Insurance
- TV Production Company: Sweetshop
- Director: Melanie Bridge
- Managing Director: Wilf Sweetland
- Executive Producer: Edward Pontifex
- Producer: Helen Morahan
- Executive Producer: Rod James
- Agency: M&C Saatchi
- Media Agency: Mediacom
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You gotta say M&C do these big brand campaigns well. This one’s simple, clear, sticky, charming and looks like it might have the legs to go the long haul.
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I don’t any connection with insurance whatsoever. Fail
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@what? hopefully you work in a totally unrelated industry.
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M&C know how to do this kind of stuff better than most. And anyone who has seen their big brand work would know this is the umbrella and all the insurance product/service and price stuff will flow out of it as smooth as a baby’s bottom. Well done again Tom Tom and team.
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wheres the substance ? this is meaningless twaddle ?
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Great music. I like it.
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They said it themselves: “we all want better” – that includes all their competitors and all other companies and brands. Strategy doesn’t get more generic than this. Changing culture etc is great, but the customer facing comms has to be relevant. This is anything but. Another fail from the one-word-equity camp. Yes, Can , Love, Better…what’s next?
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Dear MD.I think you might find that Can and the current Yes campaign are both workin their arses off.
And we are talking about work for a bank and a telco.
Tough categories.
So credit where credit is due MD.
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They can’t talk price, so they’re talking superiority.
Not the most original strategy, but with AAMI getting into price messaging, it may well prove the right move.
Time will tell.
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So everybody loved Rhonda, but AAMI kill Rhonda and replace her with the poverty stricken, borderline sexually deviant family in the bathroom, while NRMA kill their depressing unemployed guy with the guitar and get happy.
Um, I think I like happy better.
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@MD – knowing your audience is vital in marketing. Big bank, telco and utility brands can’t get enough of these ‘brutally’ simple brand platforms as it provides longevity, they are distinctive, they are relatively easy to adopt across product ranges and most importantly as @Jock says they work and deliver for clients. M&C success in the last three years is knowing what their clients want and giving it to them.
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In a crowded market its all about getting on the consideration list. This campaign is hugely memorable and will achieve that for NRMA. Job done.
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I got news for you boys. Women will love this commercial and they make the purchase decision on most financial matters, including insurance. Why, oh why did AAMI kill Rhonda?
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If it is, then my job just got a whole lot easier.
It is a little bit ‘painting by numbers’ however I can’t help that think M&C missed a trick with not going back to HELP.
Better is so generic and needs a whole lot of explaining. It doesn’t actually mean anything, unlike Yes or Can.
Better than what?
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They wouldn’t have won the business by going back to Help.Good as it was the client is new and didn’t want to revisit the past.Uthe category has also moved on dramatically.
One last point ‘is this really great?’ I think you are overlooking the proprietary claim on better-it’s NRMADE better.You watch they will milk this branding device dry.
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@Jock and @fraser
I haven’t seen any evidence of Yes and Can having worked, but I’m sure they have. The question is what the ROI is? I suspect that the two mentioned platforms work mainly due to share force and willingness to interrupt every waking moment of our lives. With two of the biggest media budgets in the country behind it, it’s difficult to make something that doesn’t work.
Practical for giant companies, yes. Good brand strategy, not so much.
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More smokescreen advertising for a lumbering, bureaucratic, conservative, political monolith.
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What a waste of time any money, generic and meaningless
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Must have missed the memo where banjo was now replacing ukelele in cliched phony folk music constructed for TVC’s
Horrible beyond all imagining.
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“Lumbering,bureaucratic,conservative,political,monolith”-seems our journalist friends have joined the conversation.
Just relax guys and go back to the pub.
It’s just a f@&!ing ad.
A very nice entertaining ad that people who live in the real world will
No doubt love.
So much so they might choose to buy some insurance from the lumbering,bureaucratic, conservative,political monolith.
Sheesh!
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Does anybody remember the last NRMA positioning line? Four of us were trying this morning. Not HELP. That was ten years ago.
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What a load of nonsense-yes we all want something better but what this fails to deliver in any way whatsoever is what makes NRMA better. Nice piece of film but could be for anything!, The only good thing out of this is NRMAED……..not worth a change in agency I’d thought.
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Calm down jimmy.
I am sure there will be a whole lot of nice wee follow up ads arriving on your telly before too long extolling the many superior features of NRMADE insurance.
Rome wasn’t built in a day.
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Which was light and loved and the ladies liked it, etc.
Didn’t sell any policies though.
I think this kind of fluff is what it is, just plays on air and has nothing memorable about it.
We can dilly with ourselves all we like about strategies and campaign lines but the truth is if there’s nothing sticky – it ain’t ever going to stick.
Which in this case doesn’t really matter as it’s not really saying much.
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Finally saw this on air tonight.
Breath of fresh air compared to most other offerings on free to air this evening.
Have gone to bed with that song in my head.
Goodnight all.
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Go to http://onewordequity.com/oneWord.html and click ‘hear’ for Maurice Saatchi on one-word-equity. It has the same amount of intellectual rigour as George Pell when trying to defend religion against Richard Dawkins
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Yeah he’s a real dickhead that billionaire ad mogul bloke who’s a member of the House of Lords..you know the one Lord Saatchi.What would he know about anyfing?
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@ Bond
I seriously don’t know what that has to do with anything.
You also loved the Josh Thomas Optus ad so obviously you’re working at M&Cs. Which means you should be capable of defending your agency’s philosophy on its own merits. I don’t think “Brutal simplicity of thought” means don’t think for yourself.
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This song has been annoying me for the last few days. The ‘sad, unemployed guy’ that someone mentioned above, singing ‘it’s alright’ was at least reasonably mild and tolerable over the months it was on air. This latest thing is far too cute and quirky – in fact I have found it to be pesky and annoying after the first week! Secondly, it took me several days to realise that the hook line was ‘something better’ rather than ‘SO PATHETIC’ which I found myself hearing. Terrible diction by the singer, did anyone else think this or not understand the line? Not particularly impressed, I have to say….
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Finally! dead with cliche Guitar guy gone.
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nice strategy, don’t love the execution
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Alot of hate talk on here..
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This might not work for all people, but I can guarantee that it has been spoken about by the 20-35 year old women in the lunchroom at my work. The biggest talking point is the song, cat and pink dress. This as to be a win as the comments are ‘have you seen the NRMA Better Ad’. That is all they need, now NRNA is better through association. When their policies come ready to renew then that will be in the subconscious.
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I used to work at M&C. Like @ better said, this is an umbrella ad. The rest will flow out. Calm down everyone. And why the big hate on for M&C? I say go M&C – you remain one of, if not the best, independent global networks in the world.
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I Love It. well Done. Fucking Brilliant.
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