NRMA Insurance amplifies Cricket Australia partnership in new campaign via Thinkerbell + Initiative

As the NRMA Insurance Men’s Test Series gets underway at Perth Stadium this week, NRMA Insurance brings a fresh wave of support and a community approach to its second season as naming rights partner. NRMA Insurance has unveiled a brand new TVC via Thinkerbell and Initiative, featuring Australian cricket stars Usman Khawaja, Pat Cummins and Ash Gardner, aiming to inspire Australians to protect and support their local cricket clubs.

The campaign will be supported through new digital out-of-home displays.

As a proud helper of Australian cricket, NRMA Insurance has extended its support of the game with the newly named NRMA Insurance West Test – the first Test match in the summer of cricket series. The new era of cricket includes an exciting in-stadium feature at Perth Stadium – The West Test Hill presented by NRMA Insurance. The new experience can accommodate up to 500 spectators, offering a prime viewing location on blue branded bean bags and deck chairs, with the aim to reignite a passion for cricket amongst local fans.

Continuing its community-centred approach, this year NRMA Insurance has doubled the number of grants offered in its Community Cricket Club Grants Program, giving clubs the opportunity to purchase new equipment, offer membership subsidies or to help to build diverse and inclusive programs. Cricket fans can help raise funds for the Cricket Grants at the NRMA Insurance Pitch-In activations taking place at four Tests this summer. This year, NRMA Insurance aims to raise $120k, to be equally distributed among eight clubs across the country.

Winners of last year’s Cricket Grants will be invited to watch their local Test match at the brand new community cricket viewing platform, the NRMA Insurance Pitch Deck. Appearing at three Test matches, the Pitch Deck will pay homage to the invaluable helpers and volunteers that supportAustralian cricket, offering a VIP money-can’t-buy experience for attendees.

NRMA Insurance will also adopt the iconic pink of the McGrath Foundation on Day 3 of the NRMA Insurance Pink Test on 5  January 2024, across sponsored TV billboards, in-stadium signage including LED perimeters, sight screens and stump artwork, along with virtual pitch covers for the fans watching at home. Continuing its role as proud helpers of the McGrath Foundation, NRMA Insurance will be raising vital funding during Jane McGrath Day via its Pitch-In activation at the NRMA Insurance Pink Test.

Says Michelle Klein, chief customer and marketing officer, NRMA Insurance: “We’re excited to launch this year’s summer of cricket with renewed energy that promises to enrich the cricketing experience for fans.

“The diverse reach and engagement with cricket, widely considered Australia’s national sport, makes this a strong partnership to support the growth of NRMA Insurance and provides a rich opportunity for us to demonstrate our brand promise of Help.

“We are proud to once again be raising funds to support community cricket clubs and the McGrath Foundation as well as creating new opportunities for fans to get involved in these initiatives.”

Brand new assets will include the Pitch Roller Cam, Drone Cam, and Pitch Report, designed with TV broadcast partners Channel Seven to enhance the experience of watching cricket this summer.

For more information on NRMA Insurance being the proud helpers of Australian cricket head to nrma.com.au/cricket.

Fans can get their tickets to watch Australia take on Pakistan and the West Indies in the NRMA Insurance Test Series, at cricket.com.au/tickets.

Client: NRMA Insurance
Chief Customer & Marketing Officer, Michelle Klein
EM, Customer Experience, Brand Communications & Social Impact – Zara Curtis
EM, Business Enablement and Operational Effectiveness – Luke Farrell
Manager, Brand Communications, Elena Giraldo
Principal Brand Communication, Cara Lee
Principal, Media, Lisa Jarvis
Specialist, Marketing Partnerships – Katherine White
Specialist, Content, Jessica Yorke

Client Partner – Cricket Australia

Creative Agency – Thinkerbell

Media Agency – Initiative

Activations & Sponsorship Agency – Mediabrands Content Studio

Content Studios – Co.Lab