NRMA Blue launches new ‘Keep Aussies Moving’ creative campaign via Saatchi & Saatchi, Sydney
Iconic Australian brand NRMA has launched an integrated campaign via Saatchi & Saatchi Sydney, to promote the value and savings available through its new Member Benefits Program, NRMA Blue.
The campaign, which first aired on commercial television last Sunday, brings to life the NRMA’s strategic focus to keep people moving and broaden its offer to members beyond traditional roadside assistance and motoring.
NRMA conducted extensive research to understand what mattered most to members and customers and designed Blue to deliver a range of exclusive benefits and savings on these areas which included fuel, insurance, entertainment, travel and leisure experiences.
The campaign spans across 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, said the campaign’s theme tied in well with NRMA’s strategic approach to keep people moving and broaden its value offering beyond the organisation’s more traditional services.
Says Whelan: “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.”
Says Mike Spirkovski, CCO, Saatchi & Saatchi: “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.”
Client: NRMA
NRMA Senior Brand & Creative Director: Marie Ferrett
NRMA Brand Communications Manager: Ange Tobin
NRMA Senior Manager, Acquisition Marketing: Charm Hearne
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
Photographer: Michael Corridore
43 Comments
That is remarkably boring.
Flaccid.
Very last Tuesday.
A glib line, some pretty pictures, a ‘nice’ track.
Just like every other ad of its ilk.
Could be for anything.
Five minutes work, at best.
What the hell is going on at Saatchi? Over the last few years they’ve gone from making interesting work, to producing pitch manifestos for every client, and now to producing pitch manifestos without the words. This is the most bland piece of advertising I’ve seen in months, even that Dodo thing is more intriguing.
Sadly this is an enormous waste of money.
Does that artwork say – Find log in more places – or Find joy in more places?
Log makes more sense, it’s an insurance brand if I’m driving and I hit a log I call NRMA. Far out this is some lame advertising.
Lucky the awards ban is over for Publicis so they can start crafting some Cannes entries. This one should come together nicely.
Is this product just digital shopper docket? Saatchi & Saatchi, you’re better than this!
I like, pretty simple, but I like it
Get ready for Cannes fellas!
At least S&S Sydney is occasionally producing stuff. Does Melbourne even exist anymore?
Not really wanting to debate whether this is better or worse than Carlton Dry, but just interested to know what you like about this?
Almost as bad as the NRMA insurance stuff
This ad is so bad it makes me feel a bit better about the horrible work I do myself as a junior.
This shows that creatives need some HELP. Have all the creative creatives left the industry or is this the current standard? If so I’m going home and the job should be 9 to 5 if this is what insane hours produces.
I’m not surprised this is what Saatchi is producing. They’re an agency renowned for selling in safe mood films as pitch work and then making it. There’s nothing wrong with that. It’s safe, it pays the bills and the clients don’t have to stick their necks out. The only trouble is Saatchi keeps selling itself to staff as innovators. Just own it guys, you’re the new Ogilvy.
Nice work grade at Craig @ The Gingerbreadman.
Nice drone work @ Photoplay.
What a waste of money to launch a new offer. If you are going to launch something – then launch it in an interesting way and actually LAUNCH IT.. This is dross and does zero . The CMO should be fired if this is how they launch new offers.
Hate to say the basics but people don’t like ads. That’s why it’s our job as agency people to do something interesting. This won’t annoy anyone. But it will put them to sleep. And at a time most people don’t even watch TV, and will likely only have a chance to watch this as a pre-roll with an option to skip, an ad this boring will never be viewed. Whoever said Saatchi is the Ogilvy is spot on. Those involved need to view this as regular people and think ”would I ever want to watch this?”.
I hope those involved in ”creating” this spot get a long lunch to drown their sorrows, forget this ever happened, and come back firing with a killer campaign. We’ve all made bad work, but we don’t promote it on an industry blog.
MC’s Confidence idea was Mayhem in a suit, but this is no idea in an old tracksuit with holes in the crotch that you wouldn’t wear to open the door for the pizza guy.
Can a person who has been in the industry for a few years pls let me know if this is the sort of ad I get to make if lucky enough to get a job? Or has award school and TV shows given me false hope of what working in advertising is like?
Zzzzz. Sorry I nodded off there…
The Lumineers? Still?
That was a fantastic ad for whatever hipster band that was.
Nothing about this compelled me to search. Pretty pictures and fluffy wallpaper don’t cut through. Not a good start
And I’m a senior creative. WTF.
This ad deserves these comments.
the rumble hype over substance continues…
Nice work…and the Merc will also be happy again…
In my day at Saatchi’s we wouldn’t dare present work like this.
Which begs the inevitable question: What does a script for this sort of ad even look like?
Or are scripts (not to mention ideas) a bit old hat now?
ZERO idea behind this at all.
May as well just grab stock drone footage and put a logo on the end.
Imagine if it didn’t have that song on it?
Basically it’s a way shitter music video for it.
Makes my most shit work look awesome
That grade. So dark and depressing.
Gee you’re a bunch of sad wankers. A lot of people put hard work into creating this, it’s big, it’s a nice new perspective on Australia. Get over yourselves and go back to your shit banner ads.
Is this the good work the NRMA were so desperate for? Seems like those in charge of marketing are merely marketing to themselves. Balls walked out a while back.
I really want to say something positive about this but damn Saatchis you’ve made it hard. I have no idea what this ad is saying or selling. Creatively there is absolutely nothing. Strategically, zilch. Executionally, it looks like stock. Not even the most overused music track in advertising at the moment could save it.
I don’t mean to be disrespectful but I can’t imagine the people who worked on this would say it’s great work. All of them I’d imagine are more talented than this. The Saatchi brand is definitely better than this. Hopefully there is better to come.
Worst ad of 2018.
Not because it’s a bad idea, but because there isn’t one.
Can Campaign Brief please moderate what makes it to the blog so appalling examples of Australian advertising like this doesn’t get promoted?
It embarrasses us all.
And I’m now going to check out SEEK. How does something this dreadful get made?
I feel for all those involved, as there’s no way anyone at Saatchi thought this was anything but poo.
Clearly the client wrote this ad.
What’s the new perspective on Austrlia? Did I miss something?
Maybe the clue to the dullness is here:
“NRMA CONDUCTED EXTENSIVE RESEARCH to understand what mattered most to members and customers and designed Blue to deliver a range of exclusive benefits and savings…”
I thought the brightness on my screen was turned down
NRMA Strategic approach beyond people moving, Great work. More Advertising Agency is looking for Saatchi & Saatchi.