Four little plasticine characters help bring NRMA Insurance’s brand essence to life via The Tuesday Club, Assembly, Flux and Richard Webber
The Tuesday Club, Assembly, Flux and Richard Webber (of Aardman fame) have joined forces to create the hard-working little characters in plasticine in a new campaign for NRMA Insurance.
Their job? To help Australians looking for great deals, to give weather alerts, to offer helpful tips on how to stay safe, and even embed Help into NRMA Insurance’s new national partnership with Cricket Australia.
The animated characters who are helpful by name and helpful by nature, embody NRMA Insurance’s brand behaviours. Haich is the first when it comes to help, Eeee is the empathetic one, Elle is always listening, and Pea is always prepared.
The characters were developed by the Tuesday Club with the help of Assembly’s Jonny Kofoed and Laban from Flux in Auckland. The first tests were done in stop motion using blue plasticine to establish the characters and how they move, and what they can and can’t do, and then digital versions were created for each character in CG. To keep the animation pure to its plasticine origins Richard Webber from Aardman came on board to advise on the nuances and subtlety of Claymation.
Says Nick Worthington, founder, The Tuesday Club: “It has been heaps of fun getting amongst the plasticine and working with the team. It’s great to see how something as simple as four endearing characters can bring NRMA Insurance’s brand promise of Help to life.”
Says Zara Curtis, acting CMO, NRMA Insurance: “Haich, Eeee, Elle and Pea are helpful in every way. They act as powerful brand reminders across our large media properties, such as Cricket Australia and Channel Nine Weather, while also having the flexibility to house helpful offers to drive conversion. Distinctive and memorable, their proven effectiveness will see them play an enduring role for NRMA Insurance.”