NRMA has meant HELP for a long time, but Accenture Song has taken it one step further. NRMA has established itself as A Help Company.
The multi-channel campaign to accompany that leads with a TVC that explains what it means to be A Help Company, using the trigger question, “What would A Help Company do?
The hero commercial is directed by Division’s Sanjay De Silva, and the campaign features an all-new cover of The Beatles’ classic, Help! by Australian band The Murlocs.
The repositioning to A Help Company also includes a new visual identity and the campaign coincides with NRMA Insurance’s broadcast partnership with Nine’s coverage of the Olympic and Paralympic Games Paris 2024, maanged by Initiative Media.
Julie Batch, CEO, NRMA Insurance, stated, “Help has been at the heart of NRMA Insurance since its humble beginnings in 1925 as a member-only company that provided motor insurance policies to some of the first drivers in New South Wales. Since then, we have grown to become a national brand and have helped millions of people, protecting their cars, homes and businesses.
“As we approach our 100th anniversary, Australians are facing new challenges, and we know from our customers they expect businesses they interact with to do more than provide a product and proactively address their needs and support their communities. Establishing ourselves as A Help Company is a bold declaration for how we will deliver for our customers now and into the future through the insurance we provide and the ways we help create safer communities.”
David Droga, CEO, Accenture Song, commented, “This work shows the power of a simple but deeply relevant idea. In a category that can feel complicated, NRMA Insurance is providing a customer experience that honours the heritage of its brand and makes things simpler for its customers. This is the kind of creative and tech-powered solution Accenture Song was built to deliver for our clients.”
The full campaign covers TV, outdoor, audio, digital and print. The TVC will be viewed for the first time from July 26 during Nine’s broadcast of the Olympic Games Paris 2024 Opening Ceremony.
Michelle Klein, chief customer and marketing officer, NRMA Insurance, noted, “We set an ambition to take our proposition of help, scale it, industrialise it and build it into everything we do. Being A Help Company is more than marketing, it means taking action to educate and advocate for our customers at scale but it’s also about delivering the basics brilliantly and that’s what we wanted to capture through this new positioning and the first campaign that supports it.”
NRMA.com.au has been refreshed and a new microsite has launched which highlights the existing and new experiences that customers can take advantage of.
Batch concluded, “Over the past year alone our people have answered more than 1.5 million calls for help, our fleet has travelled 5.3 million kms to serve our customers and our helicopter has taken 35 journeys to support communities in need. We are focused on continuing to enhance the Help we provide by drawing on our experience, learnings and customer needs to deliver a superior customer experience that meets our ambition as A Help Company.”
Credits:
Client: NRMA Insurance
CEO NRMA Insurance: Julie Batch
Chief Customer & Marketing Officer: Michelle Klein
Executive Manager, Marketing, Brand and GTM Strategy: Sally Kiernan
Executive Manager Customer Experience, Brand & Social Impact: Zara Curtis
Executive Manager, Channel, Performance Marketing and Measurement: Mark Echo
Executive Manager, Business Enablement and Operational Effectiveness: Luke Farrell
Executive Manager, Marketing Growth and Vector Strategy: George Exikanas
Manager, Brand and Creative Execution: Lynn Clift
Principals, Brand Communications and Creative Execution: Mahsa Merat & Esther Horsley
Principal, Media: Lisa Jarvis
Specialist, Media: Josh Harrison
Specialist, Content Producer: Luke Mortimer
Specialist, Marketing Partnerships: Brittany Riordan
Agency: Accenture Song
Global CEO: David Droga
ANZ President: Mark Green
Creative Chair: Nick Law
Global CCO: Neil Heymann
Managing Director: Matt Michael
Executive Creative Director: Barbara Humphries
Chief Creative Officer: Tara Ford
Creative Directors: Cameron Bell & Sam Dickson
Creative Team: Ewan Harvey & Aïcha Wijland
General Manager: Kezia Quinn
Business Management: Samar Karim, Ciara Moloney & Kevin Diep
Strategy Director: Tim Wilson-Brown
Head of Production: Penny Brown
Producers: Simone O’Connor & Tamara Wohl
General Manager (Visual Identity): Grace Rennie
Executive Creative Director (Visual Identity): Richard Smalley
Senior Business Director (Visual Identity): Monique Ghosn
Design Director (Visual Identity): Jess Tainsh
Production Company: DIVISION
Director: Sanjay De Silva
Executive Producer: Geneviève Triquet
Producer: Melissa Weinman
DOP: Sam Chiplin
Casting: Natalie Harvie @ Citizen Jane Casting
Post-production: The Editors
Producer: Isabella Key
Editor: Leila Gaabi
VFX: FIN Design + Effects
Colourist: Fergus Rotherham
Online & VFX: Mikey Brown
Producer: Emily Newbould
Sound: MassiveMusic
Senior Engineer: Abby Sie
Music & Sound Executive Producer – Katrina Aquilia
Music: The Murlocs
Music Supervision (The Beatles)P Level 2
Music Supervision (The Murlocs): Michael Szumowski @ Big Sync Music
