NRMA Insurance is introducing a new brand positioning, establishing itself as A Help Company, via Accenture Song. The new position aims to build on the insurer‘s near 100-year heritage by highlighting how it helps its customers through its core products and services, as well as its education, social impact, and advocacy initiatives.
The new brand position will feature a new visual identity rolled out across all customer touch-points and a multi-channel marketing campaign. The effort coincides with NRMA Insurance’s broadcast partnership with Nine’s coverage of the Olympic and Paralympic Games Paris 2024.
The launch campaign centres around a TVC directed by Sanjay De Silva, produced by Division. Featuring a cover of The Beatles’ classic Help! by Australian band The Murlocs, the TVC asks the question: What would A Help Company do?
“This work shows the power of a simple but deeply relevant idea,” said Accenture Song CEO, David Droga. “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 TVC is supported by creative executions across outdoor, audio, digital, and print, debuting on July 26 during Nine’s broadcast of the Olympics’ Opening Ceremony, secured in collaboration with Initiative Media. Additionally, NRMA.com.au has been refreshed, and a new microsite has been launched to promote existing and new experiences for NRMA customers.
“Help is a very human thing and for NRMA Insurance it’s more than just goodwill – it’s a promise made to all Australians,” said Accenture Song ANZ CEO, Mark Green. “As NRMA Insurance commits to the next 100 years of help, we feel privileged to partner with one of the country’s most trusted and iconic brands steering business transformation and driving home its position as a category leader.”
Julie Batch & Michelle Klein
“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,” said NRMA Insurance CEO Julie Batch.
“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.”
“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,” added NRMA chief customer and marketing officer, Michelle Klein.
In December last year, the insurer launched the second iteration of its Until Then campaign via creative agency Bear Meets Eagle On Fire, building upon the platform introduced in 2022.
Accenture Song was part of the agency village that won the Tourism Australia account, announced earlier this month, alongside The Monkeys (part of Accenture Song), and Droga5, which secured the contract with the government agency after a rigorous tender process.
Credits:
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
Principal, Brand Communications and Creative Execution: Mahsa Merat
Principal, Brand Communications and Creative Execution: Esther Horsley
Principal, Media: Lisa Jarvis
Specialist, Media: Josh Harrison
Specialist, Content Producer: Luke Mortimer
Specialist, Marketing Partnerships: Brittany Riordan
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 Company: Citizen Jane Casting
Casting Agent: Natalie Harvie
Postproduction: The Editors
Producer: Isabella Key
Editor: Leila Gaabi
VFX: FIN Design
Colourist: Fergus Rotherham
Online & VFX: Mikey Brown
Producer: Emily Newbould
Sound: Massive Music
Senior Engineer: Abby Sie
Music & Sound Executive Producer – Katrina Aquilia
Music: The Murlocs
Music Supervision (The Beatles) – Level 2
Music Supervision (The Murlocs) – Michael Szumowski, Big Sync Music