NRMA Insurance gives customers a confidence boost in new campaign via M&C Saatchi, Sydney
NRMA Insurance is showcasing the power of confidence in its new brand campaign developed in partnership with M&C Saatchi and Mindshare.
The “This is Confidence” campaign is the next evolution of the NRMADE Better platform. It brings to life the peace-of-mind and self-assurance which comes with knowing NRMA Insurance is by your side, via a new, real-life character – Confidence.
NRMA Insurance customers received a sneak preview of the new campaign earlier today ahead of the official reveal this Sunday 21 August, across TV, radio, print, online and outdoor channels.
Says Jane Merrick, general manager, marketing and customer experience for IAG’s Australian Consumer Division: “Confidence is something we have always given our customers and the new positioning provides the foundation for us to continue to showcase how we can help make their lives NRMADE Better.
“We know our customers trust and value the confidence which comes with having our brand by their side, and we hope our campaign will inspire them to be even more confident.”
The new proposition and character were developed after extensive research found that customers associate the NRMA Insurance brand with trust, confidence, security and assurance.
Says Andy DiLallo, CCO, M&C Saatchi: “The Confidence character is the personification of the feeling you have when you know someone’s got your back.
“The new campaign represents what it’s like to be backed by NRMA Insurance. It gives us the flexibility to showcase how NRMA Insurance supports its customers in a simple and memorable way.”
The campaign includes seven 30 second TV spots, as well as online, out-of-home entertainment, EDMs and post activity.
38 Comments
Oh, if you say so…
Mayhem, ahem!
Arrogant and confusing
So not NRMA
It’s like a shite safe version of me.
https://www.youtube.com/watch?v=LOsH0-ySUyg
Confidence is the boring cousin of ‘Mayhem’ for Allstate Insurance…
How many times do creatives need to be told, it’s not their job to make themselves look relevant to the CD or next employer, it’s their job to make the client look relevant.
We’re talking about insurance. I’m not saying you can’t have a laugh in the category. But it’s a serious purchasing decision, this ad makes it all look so flippant. Misses the mark.
It’s not our job to create ‘entertainment’; it’s our job to entertain. And in order to entertain, you need to connect with the audience and connect your product to their values and beliefs. Tickle their funny bone if you must, but connect with them first.
This really misses the mark.
Mayhem. Only without the mayhem
Mayhem done safely therefore poorly. So tonally wrong for NRMA, could be good for Budget Direct though!
What happened? This is awful
Much more better!
Mayhem VS Suits
Why isn’t confidence a woman?
Such a shame it went to Old Spice Absurd Comedy territory – if only the creative director had pushed the creatives to think harder about truths and empathise with the audience then they might have made something great.
This kinda off-brand garbage would never get out when the beard was there…
wow it was only 3 years ago that NRMA won best of show at Award …
“You know that Allstate ad with mayhem from 8 years ago..from my country America… Yeah, just copy that! Cannes here we come!”
Lazy thinking. Lefty fixie-riding liberals proposing a choose your own adventure idea takes itself less seriously.
This could also be an ad for breath mints, deodorant, or cocaine.
How does holding a cup of coffee and pigeon show NRMA supports its customers?
Is NRMA the wire he is standing on so they are supporting the man who is the personification of support?
This is so all over the shop, trying so hard by stealing from other categories, it’s just ridiculous.
Not really the work of an innovative company….
lovely execution as usual with all the quality gloss hallmarks of M&C. but tonally rubs both the brand and ‘NRMAde better’ the wrong way – together they are a force fit and feel like 2 different directions.
Agree with most of the above – makes the brand feel like an arrogant prick. very punchable.
What a horrible character, so smug and cold. Not the face of NRMA. And the NRMA customers are made out to look stupid. Wrong. So wrong.
Ahhh, thanks for reminding me what a miserable bunch of wankers we all work with. I had these folk as a client years back. Getting anything through the committee wasn’t easy. Either way, M&C you’re all hacks and I hope you, and your new character die horrible deaths. Happy Friday.
The retail client trying to create the next ice bucket challenge could’ve created this afterbirth.
Bad casting doesn’t help. He’s neither appealing or outright smug.
Time to extract your heads from your own u-bends, McAverage & Co.
This is a toss. A turkey stuffed inside an albatross.
Babow. You fail.
This is shit
M&C built a stellar reputation on being a grown-up agency. Grown-up creatives, doing grown-up work fro grown-up clients. That’s what brought the NRMA back to M&C and ‘Made Better’ was a great creative platform to re-build a brand that had experienced too much self-indulgent ‘This is Confidence’ – type advertising from their previous agency.
How disappointed the NRMA must be. They now know why Woolworths want nothing to do with the ‘new’ M&C. They wanted grown-ups hell bent on helping make them successful, not people obsessed with awards.
It’s fresh for M&C; it’s not another Manifesto read by a Celebrity
So confidence is a middle aged white male? not good M&C, Not good at all…
Is that Mike Baird? So bad. Did any creatives actually work on this?
Jurors love the cap but clients loved the beard. unfortunately jurors don’t pay the bills though and this derivative drivel probably wont please anyone.
Don’t they both have beards?
Bitter and twisted much? I understand if you don’t like the work but this is next level. So much hate, vitriol and personal animosity. I dare one of you, ex M&Cers or not, to say who you are. Cowardly cunts.
Just saw this ad pushed through to my Facebook feed. White guy in a suit is confidence-building? Um, no. This is hackneyed, cheesy, stereotypical and just plain 1980s or earlier in its outlook.
WHY OH WHY IS NRMA CONFIDENCE A MALE WHERE ARE THE WOMEN ARE WE NOT CONFIDENT or poor little weak things………
I think they are terrific ads. Funny and persuasive.
Don’t know what everyone’s problem is, I think the ads are great! But what I really want to know is the name of the actor! It’s driving me nuts because I know he used to be on something I’ve watched
Paul Rigg is Confidence
who is the actor portraying ‘confidence’ does anyone know?