NRMA Insurance Unveils Next Instalment of ‘Every Home Is Worth Protecting’ Work via The Monkeys
To demonstrate every home is worth protecting, NRMA Insurance has released its latest campaign via The Monkeys, part of Accenture Interactive, that sees the return of young boy Sammy as he continues his quest to look out for the homes of Australia’s iconic but vulnerable koalas.
The campaign centres on Sammy as he discovers a new threat to koala Arlo’s safety. Joining forces with a new ally, Ruby, the kids create signs to mark out a safe sanctuary for the koalas.
Once again enlisting the help of Revolver director Gary Freedman, the campaign film will be supported by out of home advertising, social and online assets.
Says Barbara Humphries, creative director, The Monkeys: “Nothing matters more than the feeling of security you get from your home. In our latest campaign we continued the story of Sammy as he tries to help safeguard koala homes that are under threat.
“The campaign is designed to demonstrate our understanding that there is more to a home than it being just the bricks and mortar we live within.”
Says Brent Smart, chief marketing officer, IAG: “The Koala work has been incredibly effective for our brand and business. We resisted the temptation for a shiny new creative idea and have doubled down on our commitment to this as a long idea that will keep building our brand.”
The ‘Every Home Is Worth Protecting’ campaign has contributed to NRMA Insurance becoming the third strongest brand in Australia and strongest insurance brand in the world, based on Brand Finance’s reputable Brand Strength Index. The campaign also won a Gold Effie last year, and this month has just been awarded a Gold Tangram for Effectiveness.
NRMA Insurance is continuing its partnerships with Conservation Volunteers Australia & Port Macquarie Koala Hospital.
Client: NRMA Insurance
Brent Smart: Chief Marketing Officer
Sally Kiernan: Director, Brand Marketing
Zara Curtis: Director, Content & Customer Engagement
Caroline Hugall: Director, Group Brand Strategy
Luke Farrell: Director, Marketing Operations
Sam McGown: Creative & Innovation Lead
Danielle Picker: Creative & Innovation Specialist
Creative Agency: The Monkeys, part of Accenture Interactive
Group CEO and Co-Founder: Mark Green
Managing Director: Matt Michael
Group Chief Creative Officer and Co-Founder: Scott Nowell
Creative Directors: Barbara Humphries & Benn Sutton
Creatives: Benn Sutton, Barbara Humphries, Katie Kidd & Brett Edwards
Head of Production/Senior Producer: Penny Brown
Senior Integrated Producer: Tanith Williamson
Chief Strategy Officer: Fabio Buresti
Head of Planning: Hugh Munro
Planner: Joseph Harris
Business Director: Kezia Quinn
Senior Content Manager: Sophie Finckh
Production Company: Revolver
Director: Gary Freedman
MD/Co-Owner: Michael Ritchie
EP/Partner: Pip Smart
Producer: Caroline Kruck
DoP: Simon Duggan
Production Design: Arabella Lockhart
ARC Edit
Editor: Lucas Baynes
EP: Daniel Fry
Post House: Fin Design and Effects
Post Flame Artist: Justin Bromley
Post Producer: Emily Newbould
Colourist: Billy Wychgel
Music Composition and Sound Post: Sonar Music
Sonar Music Executive Producer: Sophie Haydon
Sonar Music Producer: Haylee Poppi
Photographer: Derek Henderson
Photographer Assistant: David Deas
Producer: Adam Watson
Retouching: Cream Electric Art
Retoucher: Pieter Owen
Casting: Daisy Hicks
19 Comments
“We resisted the temptation for a shiny new creative idea and have doubled down on our commitment to this as a long idea”.
Ah… a client who knows what they’re doing.
Kudos to all and sundry.
Not bad. Westpac take note. Keep it simple. Don’t rely on production.
I’m 200% for the protection of Koalas, but this next instalment/campaign is taking the piss. Playing on the emotions from past events is running thin, especially given NRMA insure homes. If they truely care they wouldn’t need to promote this shite.
Didn’t BMF trademark this?
This is when marketers get too caught up in their own shite. The world doesn’t remember your ad 12 months ago. I work in the industry and I know it had something to do with saving a koala but whether aside from that I have no idea.
So your Long Idea is now NRMA thr koala brand.
Protection of wildlife was relevant 12 months ago after the fires. I feel like there’s a new pulse of australia you could have tapped into to exploit emotions for commercial gain this time round. And it doesn’t even have to be covid related.
It’s an analogy which works regardless of whether you saw or can remember the previous work.
I always look forward to the colourful debate on NRMA TVC. Like being at a dinner party with your ex – the usual banter of old agency bitch about their ex wife. I never thought I’d see the day. It’s so MEH the die hards can’t even be bothered to comment. Far out 2021 is a new world and brand recall went to Port Macquarie Koala hospital. I guess the best they could do whilst being remote.
Well done Bennalin.
So sick of seeing giant corporations like NRMA trying to exploit causes to build their brands? It feels so heartless and unreal.
Like Westpac and it’s helecopter. I’d much rather they spent less on talking about koalas floods and fires and got back to what real people cared about.
I’m not sure what real people living in rented Glebe apartments care about, but as a South Coast homeowner watching the fires roll ever closer last year, I can assure you, they feel kind of important. Maybe when you own more than a Bupa card you’ll understand.
One word. Parasites
pity that this spot is being highlighted on the very day that nsw state government has just put another nail in the coffin of our koalas.
This is rubbish and uninformed rhetoric
Woop, Barb! xx
No mention that the kids are out alone at 6am or that they’ve left the orange plastic discarded on the ground.. dangerous for every creature as well as the planet..
Nice spot.To all the critics how is your reel?
Way better than this. Yours?
Maybe I am missing something here, enlighten me.
So these kids pull down orange ribbons denoting trees to be cut down. These ribbons were placed there I assume, by a government agency or contractor.
Is this, the NRMA saying that it is OK to interfere with other agencies and organizations? Are they condoning kids breaking laws? I am neither agreeing or disagreeing with this I am just surprised that this isn’t controversial….
Bombarding us again and again and again >10x while watching just one show…… this is so annoying I am considering changing away from NRMA. Why punish us like this?