Most Australians know NRMA. It insures cars and homes. It comes to fix cars when they break down on the road. Less well known is its member benefits program, NRMA Blue, and the job of changing that was given to Saatchi & Saatchi.
NRMA used research to determine what matters most to members and customers and designed Blue to deliver a range of benefits and savings on these areas such as fuel, insurance, entertainment, travel and leisure experiences. The campaign’s strategic focus is therefore to remind people that NRMA keeps them moving and offers more to members than traditional roadside assistance and motoring.
The campaign spans broadcast, social media, radio, digital and OOH advertising. It is the first piece of work released since the agency’s appointment by NRMA in August this year.
NRMA group general manager marketing, Martin Whelan, stated, “NRMA Blue is about opening up the value of our membership to more people in ways that adds value every day. This campaign drives home our key theme of finding new ways to belong to the NRMA.
“The campaign creative focuses on the multitude of journeys we take in our lives. NRMA Blue is designed to help you get the most out of these journeys and we believe this campaign does a great job of telling our story.”
Saatchi & Saatchi chief creative officer, Mike Spirkovski, added, “New NRMA Blue now goes beyond the legendary roadside assistance to offer its members more benefits to enjoy every day. We wanted to showcase the beautiful country we live in and inspire Australians to get out there and explore the less expected places they wouldn’t normally consider.”
https://youtu.be/ppKSXSZCjPY
Credits:
Creative Agency: Saatchi & Saatchi
Chief Creative Officer: Mike Spirkovski
Senior Copywriter: Anton Posa
Senior Art Director: Simon O’Neill
Executive Producer: Renata Barbosa
Print Producer: Greer Macpherson & Deborah Munro
Group Account Director: James Tracy-Inglis
Account Director: Earth Luechaikajohnpan
Production Company: Photoplay / Playtime
Director: Byron Quandary
Producer: Emma Thompson
Executive Producer: Oliver Lawrance
DOP: Thom Neal
Post Production: The Gingerbreadman
Sound Design and Mix: Rumble Studios
Music: Level Two
Client: NRMA
Senior Brand & Creative Director: Marie Ferrett
Brand Communications Manager: Ange Tobin
Senior Manager, Acquisition Marketing: Charm Hearne
