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.

GPY&R Sydney - NRMA

“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.

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.


    • Client: NRMA
    • Managing director, marketing and sales: Emma Harrington
    • Creative: GPY&R Sydney

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