‘Until then we’ll be here’, a distinctive build on NRMA Insurance’s iconic ‘Help’ positioning
IAG insurance brand NRMA has gone live with a new brand campaign via creative shop Bear Meets Eagle On Fire, featuring two hero films, Runaway and Duel.
This is the first major campaign to come out of IAG since Zara Curtis has been appointed as acting-chief marketing officer, replacing Brent Smart who recently shifted across to Telstra.
Other assets:
“Duel” 60″: https://vimeo.com/764746538
The campaign follows a report earlier this year that BMEOF won a new major project, and an increased role on the IAG agency roster, which also houses The Monkeys, Thinkerbell, and CHEP Network, alongside its media agency Initiative.
The agency also helped launch IAG’s new flexible car insurance brand, Rollin’, last year in a campaign featuring Larry, a big yellow fuzzy ball. It also launched an OOH campaign for NRMA earlier this year.
Chief creative officer and founder at BMEOF, Micah Walker said: “IAG came to us with a clear challenge to breathe fresh meaning and resonance into its positioning of ‘Help’, and to open up a more imaginative and differentiated world of storytelling for the brand.
“I think the new work answers this without it feeling like we’ve turned the brand into something totally unfamiliar. It’s undeniably NRMA Insurance – just with a shift that allows for different kinds of stories.”
The winning platform idea put forward by BMEOF, ‘Until then we’ll be here’, is encapsulated across both of the films, which each play out a make-believe scene of what might happen if inanimate objects saved us from accidents.
Curtis added: “We’re so proud of all the work we’ve created for NRMA Insurance and the business impact it has driven. We believe the new platform of ‘Until then ’ has the potential to really build on that, stretching right through the business and allowing us to showcase the many things we do as a leading insurer.
“We will use the platform to not only signal our promise to help Australians in the future, but also to share stories of how we help our customers and communities today, and how we’re ensuring they’re better prepared for tomorrow. From our partnership with Minderoo Foundation’s Australian Resilience Corp to our innovative work in enhancing the customer claims experience, we’re here to help.”
The Runaway spot tells the story of a lone tyre, magically propelling itself through the Australian landscape before arriving on the scene to prevent a driver having a head on collision.
Duel, depicts a playful tussle between fire and water, in an imagined world where a rural paddock extinguishes both before they can catch hold to threaten a small, rural home.
Both films were shot by Steve Rogers at Revolver.
Credits
Client: IAG for NRMA Insurance
Chief Marketing Officer – Acting: Zara Curtis
Marketing Director Brand & Growth: Sally Kiernan
Director, Brand Strategy & Creative Execution – Acting: Anna Jackson
Specialist, Integrated Communications: Mahsa Merat
Media Lead: Tom Dodd
Head of Co-lab: Jaclyn Gordon
Creative Studio: Bear Meets Eagle On Fire
Media: Initiative
Production Company: Revolver
Director: Steve Rogers
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner/Producer: Pip Smart
Director of Photography: Nicolas Karakatsanis
Production Designer: Steven Jones-Evans
Costume: Joanna Mae Park
SFX Supervisor (Duel): Arlo Markantonatos
SFX Supervisor (Tyre): Taj Trengrove
Casting: Peta Einberg / Citizen Jane
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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So good, a significant improvement on where this work was. Well done all.
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