NRMA has launched two new campaigns with Saatchi & Saatchi (working with NRMA since 2018) and new agency, Accenture Song. Saatchi and Saatchi developed the brand campaign; Accenture Song developed the community help campaign. Saatchi has also unveiled a revised tagline underlining the new theme that NRMA is there for all Australians, whoever they are and wherever they are going. The brand update and strategy was done in partnership with Houston Group.

NRMA chief membership officer, Victoria Doidge, who joined the NRMA six months ago, said this was the first time NRMA’s Road and Rewards campaigns shared an enterprise creative platform.

“Data and research showed us that while awareness of our Roadside offering was very high; we had work to do to tell Australians about our extensive travel offering and our rewards program which serves 3.2m Australians,” she commented. “Our intention with this work was to simplify the customer experience and ecosystem and unify our efforts as a mutual so that Australian could understand us better.”

Credits:
Brand: The NRMA
Chief Membership Officer: Victoria Doidge
General Manager Brand and Reputation: Marie Ferrett
General Manager Marketing and Propositions: Kate McBean
Brand Strategy Agency: Houston Group
Founder: Stuart O’Brien
Executive Strategy Director: Daye Moffitt
Creative Director: Alex Creamer
Group Account Director: Kyle De Raedt

Agency: Saatchi & Saatchi
Chief Creative Officers: Mandie Van Der Merwe & Avish Gordhan 
Creative Director: Michael Barnfield 
Copywriter: Will Campion 
Art Director: Jackson Elliott 
Rachel Walker: Chief Strategy Officer  
Associate Planner: Caitlyn Burton 
Managing Director: Toby Aldred 
Group Account Director: Suzanne Leddin 
Senior Account Manager: Isabel Corlett 
National Head of Production PXP: Michael Demosthenous 
Senior Integrated Producer PXP: Anastasia Nielsen 

Film Production Company: Scoundrel
Director: Lucy Knox
Executive Producers: Kate Gooden & Adrian Shapiro
Producer: Charlie Taylor
Music Re-Record: Ballpark Music 

Sound Production: Squeak. E. Clean
Stills Production Company: Sam I Am
Retouching: Prodigious

Media: UM

NRMA has been bringing Australian communities together by supporting community cricket for many years. This year, it has turned that support into The Summer of Community Cricket, through a
campaign in partnership with Cricket Australia, elevating its promise of helping Australians in more ways through valuable experiences.

Throughout the Test Series, NRMA Insurance will celebrate community cricket and volunteers who help make the game happen by organising events at clubs around the country and giving away grants to local cricket clubs. This will be underpinned by Accenture Song’s campaign on TV, digital, out of home and across social, leading with a very Aussie story directed by Finch’s Alex Roberts.

IAG chief customer & marketing officer, Michelle Klein, commented, “At NRMA Insurance, we believe connected communities are more resilient. Local cricket is great for the community, and it’s been helping Aussies get to know their neighbours and pitch in together for many generations.

“This summer NRMA Insurance is demonstrating its promise of help within the cultural context of sport, by fostering the kind of local connections that we know makes communities stronger.”

Accenture Song executive creative director, Barbara Humphries, added, “We wanted to celebrate the community spirit that keeps these local games going, benefiting whole communities, beyond those holding a bat or ball. It’s a national partnership that turns up in a very local way, in the spirit of A Help Company.”

In keeping with the platform, A Help Company, the campaign is once again accompanied by a reworked version of The Beatles’ famous song, Help!’

Credits:
Client: IAG [NRMA Insurance]
Chief Customer &Marketing Officer: Michelle Klein
Executive Manager, Marketing, Brand & Communications: Sally Kiernan
Executive Manager, Marketing Strategy: George Exikanas
Executive Manager, CXM Partnerships & Business Excellence: Luke Farrell
Executive Manager, Media, Channels, Performance & Personalisation: Mark Echo
Manager, Channel Marketing: Bec Alexander
Principal, Brand Communications: Mahsa Merat
Principal, Editorial: Rae Metlitzky
Specialist, Content: Jessica Yorke
Specialist, Marketing Partnerships: Brittany Riordan
 
Creative Agency: Accenture Song
Production Company: Finch
Casting Company: Citizen Jane Casting

Post-Production: ARC Edit 
Music Arrangement & Sound Design: MassiveMusic
Music Supervision (The Beatles): Level 2
Media Agency: Initiative
Content Studio: MBCS