OK, so the film requires us to suspend disbelief, but the idea behind the campaign is strong. That idea, by The Monkeys, is that every home is worth protecting. The film is about a boy who lures a koala down from a telegraph pole and relocates him in a gum tree in the bush. It’s a story that will make you cry a bit even if how he achieves that seems incredible.
The film is at the spearhead of a three-month campaign across TV, outdoor, radio, partnerships, PR, digital, with a koala chatbot. It was developed by an integrated agency group with CHE Proximity, Havas, Mindshare and Thinkerbell.
Brent Smart, chief marketing officer, IAG, commented, “Nothing matters more than the feeling of security you get from your home, so we want to inspire Australians with the message that every home is worth protecting. The homes of one of Australia’s most loved citizens – the koala – needs our protection and we hope this campaign has a real impact on koalas.”
The TVC was directed by Gary Freedman. The radio component of the campaign features Robyn Moore, the well-known voice of Australia’s most famous and playful little koala, Blinky Bill.
Vince Lagana, executive creative director, The Monkeys, commented, “For an insurance brand synonymous with helping Australians, it made so much sense when we landed on the idea of home insurance for koalas. A campaign dedicated to protecting the homes of our furry friends.”
NRMA Insurance has entered a three-year partnership with Conservation Volunteers Australia to plant as many koala homes as possible across Queensland and New South Wales.
Arlo, the 18-month old koala who stars in the TVC has become the highest-paid debut commercial actor in Australia this year. Arlo is donating his fee to Conservation Volunteers Australia, to protect more koala homes like his.NRMA Insurance and Conservation Volunteers Australia want to encourage people to get involved by donating their time to plant a koala home. Full details here.
NRMA insurance will also be planting a tree for every new home insurance policy sold until the end of 2019.
Client: NRMA Insurance
Creative: The Monkeys
Production: Revolver & Will O’Rourke
Director: Gary Freedman
Post Production: ARC EDIT & Fin Design
Music: Sonar Music
Sound Design: Squeak E Clean Studios
Photography: Toby Burrows via The Kitchen
1:1: CHE Proximity