NRMA Insurance releases community-centric cricket campaign
NRMA Insurance has launched a campaign crafted “to bring Australian communities together” around cricket.
The announcement:
NRMA Insurance, the nation’s most trusted insurance brand*, is helping to bring Australian communities together by making this season ‘The Summer of Community Cricket’.
The new campaign will build on the recent launch of its “A Help Company” positioning, and partnership with Cricket Australia, elevating its promise of helping Australians in more ways through valuable experiences.
Throughout the Test Series, NRMA Insurance will celebrate community cricket and volunteers who help make the game happen by organising events at clubs around the country and giving away grants to local cricket clubs.
This will be underpinned by a fully integrated campaign created by Accenture Song, which will run in TV, Digital, Out of Home and across Social. Directed by Finch’s Alex Roberts, the film centres on a community cricket match and a local hero batter who receives support from his community.
IAG chief customer & marketing officer Michelle Klein said: “At NRMA Insurance, we believe connected communities are more resilient. Local cricket is great for the community, and it’s been helping Aussies get to know their neighbours and pitch in together for many generations.
“This summer NRMA Insurance is demonstrating its promise of help within the cultural context of sport, by fostering the kind of local connections that we know makes communities stronger.”
Accenture Song executive creative director Barbara Humphries added: “We wanted to celebrate the community spirit that keeps these local games going, benefiting whole communities, beyond those holding a bat or ball. It’s a national partnership that turns up in a very local way, in the spirit of A Help Company.”
In keeping with the launch of “A Help Company”, the campaign is once again accompanied by a reworked version of The Beatles’ famous song, ‘Help!’.
*Australia’s most trusted insurance brand – Roy Morgan Most Trusted Brand Awards, October 2024
Campaign Credits:
Client: NRMA Insurance/ IAG
Chief Customer &Marketing Officer: Michelle Klein
Executive Manager, Marketing, Brand & Communications: Sally Kiernan
Executive Manager, Marketing Strategy: George Exikanas
Executive Manager, CXM Partnerships & Business Excellence: Luke Farrell
Executive Manager, Media, Channels, Performance & Personalisation: Mark Echo
Manager, Channel Marketing: Bec Alexander
Principal, Brand Communications: Mahsa Merat
Principal, Editorial: Rae Metlitzky
Specialist, Content: Jessica Yorke
Specialist, Marketing Partnerships: Brittany Riordan
Creative Agency: Accenture Song
Production Company: Finch
Casting Company: Citizen Jane Casting
Post-Production: Arc Edit
Music Arrangement & Sound Design: MassiveMusic
Music Supervision (The Beatles): Level 2
Media Agency: Initiative
Content Studio: MBCS
Source: Catfish Media
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