NRMA readies for centenary with new campaign dedicated to keep Australians moving
NRMA Roadside Assistance has created a new brand campaign with the aim of assuring Australians the company will continue to keep people moving, despite technological advancements and future.
“You were born to move, we were born to keep you moving”: NRMA’s latest campaign from GPY&R Sydney
Created by GPY&R Sydney, the ad features young children receiving help from friends and family to achieve mobility, such as diving into a pool, being driven to football training, pushing a race car, or helping a person in a wheelchair.
A cover of The Proclaimers’ song ‘500 Miles’ plays in the background and a new tagline at the end reads: “You were born to move, we were born to keep you moving”.
Emma Harrington, executive general manager – marketing and sales at NRMA, said the new campaign aimed to highlight the role NRMA has played in its 97 years of providing “unconditional help” that is “core” to the brand’s DNA.
“This campaign is about honouring the past but with a strong view to the future. We’ve used the song as a metaphor or a reflection of this,” Harrington told Mumbrella.
The ad, which launched on Boxing Day in cinemas uses the “optimism of youth” to tell Australians anything is possible in the future of mobility.
“It’s really tying into the notion that mobility is really part of the human DNA,” Harrington added.
“97 years ago that was about helping people transition from horse and cart to automobiles, and the challenges with the change in transportation, and that’s going to be true going forward as we enter into a new future mobility with environments of automated vehicles and car share.”
The NRMA has worked with GPY&R Sydney for a number of years on campaigns including 2016’s ‘For that moment when’ campaign.
https://youtu.be/RwQlRc-9Qks
The latest work will form the brand’s foundation platform in the lead-up to its centenary in three years.
“We’re very proud of the work, we think it really reflects where we are in our journey and how excited that we are heading towards our 100th year anniversary in 2020.
“This really sets the tone for the transformation that our organisation is undergoing, but also what consumers and our members can rely on – that what they’ve come to trust us for will not change.”
The campaign will run until mid March in cinema, TV, out-of-home, Facebook and through the NRMA assets including The Open Road magazine.
Credits:
- Client: NRMA
- Managing director, marketing and sales: Emma Harrington
- Creative: GPY&R Sydney
But I really don’t understand this spot at all. Looks lovely, but not sure what the story is?
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An upbeat, memorable song by The Proclaimers has been reduced to a Mogadon induced, Sarah Blasko type dirge. Horrible.
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Could you please tell me the name of the artist who sings this particular version of the proclaimer 500 miles hit.
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What a beautiful rendition of 500 Miles. Friend of mine in London was the person who took on and promoted the Proclaimers version which enjoyed enormous success. Love the original version and love this version too. Need I just need to find out who sings it!
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I agree, I really love this cover! I just can’t find it anywhere. I’ve tried Google, YouTube, iTunes, Spotify, Shazam and Soundhound, but I still can’t find it!
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Totally love this version of the song. Did anyone find out who is singing it?
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I monitor the comments every week to see if anyone has found this cover of 500 miles!!!!
Help?? Anyone??
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Haha me too! I keep checking back here, hoping that someone has found the cover.
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lol – maybe someone should see if the reporter can find out!
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I found the cover after a quick Google search! It’s by Alana Patmore. Here’s the link: https://soundcloud.com/user-401402739/im-gonna-be-500-miles
So glad that I finally found it!
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