NRMA Insurance and Accenture Song help cricket continue to thrive in new campaign
NRMA Insurance, in partnership with Accenture Song, has launched a new brand campaign ‘Helping the game we love continue to thrive’, marking the brand’s 100-year history of helping Australians and its ongoing support of cricket and its communities.
Now in its fourth year of partnering with Cricket Australia, and on the heels of a recently announced multi-year expansion deal, NRMA Insurance has cemented long-term support for the continued growth of the sport now and in the future.
NRMA Insurance is committed to championing the resilience of cricket, from grassroots clubs to the elite level, helping the game, its players, fans, communities and venues continue to thrive well into the future.
In support of the summer of cricket, the campaign has launched with a new 30-second TVC. Created in partnership with Cricket Australia, the film continues the ambition of the Lighthouse brand film launched in August, celebrating NRMA Insurance’s heritage of help while making a bold statement about the future.
The campaign rollout spans broadcast, OOH, digital, community activations and in-stadium signage, supported by bespoke social content featuring cricket stars Meg Lanning, Mitchell Starc and Nathan Lyon.
It will also extend through integrations within Channel 7’s broadcast of The NRMA Insurance Men’s Ashes Test Series and a busy schedule of summer cricket, spotlighting how cricketers, fans and communities are adapting and thriving, both on and off the field.
The campaign will be complemented by a series of brand-led community initiatives, aimed at providing remote grass-roots cricket clubs with greater flexibility in how they play and connect with the sport.
Anchoring to NRMA Insurance’s ambition to protect and prepare Australians for the next century – the clubs being supported have experienced the impacts of changing, severe weather conditions such as extreme heat, which has limited daytime play.
Through the provision of temporary floodlighting, these clubs will have the opportunity to trial extended play into the cooler evening period for the first time.
The first installation switches on next month at Quorn Cricket Club in South Australia, followed by two additional clubs early next year.
Says NRMA Insurance Executive Manager Marketing, Brand and Communications, Sally Kiernan: “We’ve helped Australians for 100 years and now we’re using the next innings of our partnership with Cricket Australia to help the game so many of us love continue to thrive.
“Our new campaign shines a light on the enduring role cricket plays as the heartbeat of Australian culture and communities.”
Says Christie Cooper, Executive Creative Director, Accenture Song ANZ: “Using cricket to champion resilience in the community felt like a natural evolution for the NRMA Insurance brand. It’s about protecting what matters most – people, places and the shared experiences that bring us together.”
Accenture Song:
Global CEO, Droga5: Mark Green
Global CCO: Neil Heymann
Global Creative Strategy & Experience Lead: Nick Law
ANZ Marketing Practice Lead, CEO of Droga5 ANZ: Matt Michael
Chief Creative Officer: Barbara Humphries, Damon Stapleton
Executive Creative Directors: Christie Cooper, James Conner
Associate Creative Directors: Liz Richards, Nick Dellabarca
Principal Director: Kezia Quinn
Business Management: Emma Brown
Strategy Director: Tim Wilson-Brown
Head of Production: Penny Brown
Senior Producer: Rebekah Lawson
Production Company: Good Oil
Director: Tom Campbell
Executive Producer: Sam Long
Producer: Catherine Warner
DOP: Germain McMickin
Production Design: Kris Brujic
Casting: Peta Einberg
Post Production: ARC Edit
Editor: Laurence Van Camp
Sound: Massive Music
Music supervision: Level 2, Sony Music
Music re-record & composition: Beatworms, Cam Ballantyne
Initiative:
Managing Partner, IAG: Luke Carmichael
Chief Strategy Officer: Thomas Dodd
Head of Investment, IAG: Tom Carlon
Group Business Director, Head of Initiative Impact: Elle Galipienzo
Investment Director: Harry Hooper
MBCS:
Event Producer: Isabella Noall
Senior Activations Producer: Tina Gasparini
Experiential and Activations Director: Ruth Romero
Head of Production: Gus Stephenson
NRMA Insurance:
Executive Manager, Marketing, Brand & Communications: Sally Kiernan
Executive Manager, Marketing Strategy: George Exikanas
Executive Manager, CXM Partnerships & Business Excellence: Luke Farrell
Executive Manager, Media, Channels, Performance & Personalisation: Mark Echo
Manager, Channel Marketing: Bec Alexander
Principal, Brand Communications: Mahsa Merat
Principal, Marketing Partnerships: Katherine White
Principal, Editorial: Rae Metlitzky
Specialist, Content Marketing: Aleksia Dobrich