NRMA launches latest campaign with Bear Meets Eagle On Fire
NRMA Insurance has launched the second installment of ‘Until Then’ with indie creative shop, Bear Meets Eagle On Fire (BMEOF).
The campaign continues to build on NRMA’s long standing HELP platform, imagining a world where insurance isn’t needed and accidents prevent themselves from happening. ‘Until Then… we’ll be here to help’ is a promise to be there to pick up the pieces for whatever goes wrong.
The platform was first launched last year to enduring accolades from across the marketing industry, with the home insurance spot going on to take home a number of creative awards.
It was the first work created by BMEOF for the NRMA Insurance brand, marking an increased role for the creative agency on IAG’s creative roster. The Monkeys had previously held the remit for IAG’s NRMA Insurance campaigns. BMEOF first started work with IAG for the launch of its Rollin brand in 2021.
This time brought to life for the car insurance category, the ‘Hailstorm’ film, directed by Steve Rogers at Revolver, imagines how a parked car might avoid the destruction of a heavy hail storm.
As well as creating the film, which rolls out TV and cinema, BMEOF was also charged with thinking through the funnel and creating a wider suite of work “from brand through to product”.
The OOH created for the campaign speaks to a range of everyday mishaps that can go wrong in life, for which NRMA Insurance will be there to support its customers. In social and radio the campaign elaborates on some of the initiatives NRMA Insurance is involved in to help the community prepare for extreme weather.
The campaign also includes a suite of brand indents created in partnership with UK director and photographer Dan Tobin-Smith and Time Based Arts, to expand on the brand mnemonic, explaining what sits behind the promise of ‘HELP’. The indents will be used across a range of media activities, including NRMA Insurance’s sponsorship of the weather on Channel Nine.
An integrated product campaign titled ‘We’ll help’ was produced in partnership with BUCK, and will run alongside the brand work to show how NRMA Insurance delivers on the promise of Help through a range of product propositions.
Of the campaign, NRMA Insurance executive manager customer experience, brand and social impact, Zara Curtis said: “This latest Until Then spot Hailstorm is timely for our customers in the face of changing and more frequent weather events. And with a creative system designed to work across the marketing funnel to meet our key business objectives.”
“It’s great being able to continue to build on a brand platform we’re proud of,” added Micah Walker, chief creative officer and founder of BMEOF.
“This time around, we’ve been given the chance to run our thinking a bit deeper through product and retail, and the brand idents we’ve created with Dan are also a lovely addition to the story.”
In October BMEOF was named on Telstra’s new bespoke agency panel, +61, in what was a major shakeup to the telecommunication company’s agency roster. The new partnership is set to commence this month.
Credits
Client: IAG for NRMA Insurance
Chief Customer & Marketing Officer: Michelle Klein
Executive Manager Customer Experience, Brand & Social Impact: Zara Curtis
Principal, Brand and Creative Strategy: Jess Page
Principal, Brand Communications and Creative Execution: Mahsa Merat
Specialist, Brand Communications and Creative Execution: Catherine Verge
Manager, Media, Comms Planning and Performance Marketing: Mark Echo
Creative Studio: Bear Meets Eagle On Fire
Media: Initiative
Film
Production Company: Revolver
Director: Steve Rogers
Managing Director/Co owner: Michael Ritchie
Executive Producer/ Partner: Pip Smart
Producer: Caroline Kruck
DOP: Germain McMicking
Production Designer: Steven Jones – Evans
Edit: The Editors
Editor: Alexandre de Franceschi
Post Production: Alt VFX
VFX Supervisor: Jay Hawkins
Producer: Celeste Fairlie
Sound/Music: Rumble Studios
Executive Producer: Michael Gie
Lead Sound Designer: Tone Aston
Sound Designers: Cam Milne, Dan William
Composer: Jeremy Richmond
Brand idents
Director:
Dan Tobin-Smith
Post production:
Time Based Arts
Product Campaign
3D and animation: BUCK
Executive Creative Director: Gareth O’Brien
Executive Producer: Erica Ford
Creative Director: Lucas Brooking
Senior Producer: Jordan Howes
3D Supervisor: Elijah Akouri
3D Lead: Tim Krakowiak
2D Lead: Kane Rowlingson
OOH
Retouching:
Electric Art
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