NRMA reminds customers of the value of its roadside assistance

Customers reflecting on the remote and inconvenient locations they received help from NRMA Roadside Assistance at is the focus of a new marketing push ahead of the Easter holiday period.

The campaign, from Saatchi & Saatchi aims to highlight the connection between the roadside assistance team and its customers to show how the service will go the extra mile to help.

“The NRMA has an unrivalled history of keeping Aussies moving. Members of the NRMA know wherever they go and no matter what happens, The NRMA will always lend a helping hand to keep them moving to where they would rather be. This campaign seeks to reinforce the lengths that The NRMA and our technicians will go to help our members,” said general manager of marketing Darren Jones.

The campaign is intended to remind consumers that the NRMA ‘offers the real thing’ when it comes to roadside assistance, compared to ‘other providers within the market that may claim to ‘offer’ roadside assistance’.

Saatchi & Saatchi chief creative officer, Mike Spirkovski, said: “Everyone knows that having car problems isn’t fun. It’s stressful and people just want to get going. This campaign is designed to showcase those situations and importantly reinforce how far the NRMA will go. Every time.”

The integrated campaign is running across broadcast television, online video, radio, digital and on social platforms. Media is being executed by Spark Foundry.

The launch of the campaign follows a renewed masterbrand push from the NRMA with the return of Sammy and the koala he once saved.


Client: The NRMA
General Manager, Marketing: Darren Jones
Senior Manager, Acquisition Marketing: Charm Hearne
Senior Brand and Creative Director: Marie Ferrett
Acquisition Marketing Manager: Jenna Dacic
Brand Communications Manager: Angela Tobin

Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officer: Mike Spirkovski
Head of Planning: Graham Sweet
Creative Director: Sam Chappell
Senior Art Director: Simon O’Neill
Senior Copywriter: Anton Posa
Group Business Director: James Tracy-Inglis
Senior Business Director: Claire Thompson
Business Director: Liz Stephens
Senior Broadcast Producer: Michael Demosthenous
Integrated Producer: Gary Clarke

Production House: Scoundrel
Director: Luke Shannahan
Executive Producer: Kate Gooden
Executive Producer: Adrian Shapiro

Integrated Production House: Louis&Co
Photographer: Dick Sweeney
Executive Producer: Louis Molines
Producer: Penny O’Brien

Sound Design: Squeak E. Clean Studios

Post-Production Support: Prodigious Australia
Executive Producer: Ash Weaver

Media Agency: Spark Foundry
Marrion Bell: Client Partner
Jake Woodley: Associate Director
Georgie Brady: Senior Planning Executive
Juha Lauren: Digital Activation Manager


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