NRMA Insurance champions helpers of Australian cricket in new campaign via Thinkerbell
The first match in the NRMA Insurance Men’s Test Series will get underway this week to the excitement of cricket fans around the nation, as part of the newly announced platinum partnership between Cricket Australia and one of Australia’s most trusted brands, NRMA Insurance.
NRMA Insurance’s partnership with Cricket Australia is underpinned by an ambition to support the continued growth of Australian cricket by celebrating the network of helpers nationwide that make the game of cricket possible, and hopefully inspire others to help too.
From day one, NRMA Insurance will be delivering on its brand promise of Help, from sponsoring the rain cover tarp, scoreboard, drones, and Player of the Match, to creating new and exciting ways to help the cricket community across the country.
As part of the partnership, NRMA Insurance and Initiative are working closely with 7Cricket to develop a range of brand new on-air features in partnership with Quidich Innovation Labs – who specialise in drones with virtual capabilities – to provide never-before-seen camera angles for cricket fans this summer.
Initiative and Mediabrands Content Studio identified and brokered this partnership that will see NRMA Insurance and Cricket Australia join forces in a display of media and creative executions.
As part of the agency village, Thinkerbell has developed the overarching brand strategy and creative look and feel for the four year partnership, and will also facilitate earned media activity.
Says Sally Kiernan, marketing director, NRMA Insurance: “There are over 220,000 ocial volunteers and many more helpers who make cricket happen from grassroots cricket up to the top level. NRMA Insurance has been helping Australians for more than 95 years and through this partnership we are looking forward to celebrating the helpers of cricket nationwide, as we deliver on our brand promise of Help.
“With the help of our agency partners, Initiative, Mediabrands Content Studio, Thinkerbell, The Tuesday Club and internal agency Co.Lab, we’ve created some really compelling media and creative executions to bring the partnership to life for all the cricket fans around the country.”
Says Chris Colter, chief strategy officer, Initiative: “To have the naming rights of the nation’s most iconic sport available, the same time NRMA Insurance scaled their brand nationally, was an opportunity too good to pass up. We are thrilled to have brought these two icons together, in partnership with Thinkerbell, who have helped us develop an equally iconic campaign full of never-before-seen media executions to ensure we’re unmissable across summer.”
Fans can get their tickets to the two match NRMA Insurance Test Series against the West Indies at cricket.com.au/tickets.
Client – NRMA Insurance
Zara Curtis – Chief Marketing Officer – Acting
Sally Kiernan – Marketing Director, Brand, Media & Growth
Luke Farrell – Executive Manager, Marketing Operations
Anna Jackson – Executive Manager, Brand Strategy and Creative Execution – Acting
George Exikanas – Executive Manager, Marketing
Tom Dodd – Media Lead
Ben Cleary – Manager, Performance Marketing
Rae Metlitzky – Manager, Content & Editorial
Brodie Cooper – Brand Marketing Lead
Jess Yorke – Social Media & Content Specialist
Jay Patel – Integrated Comms Specialist
Bronny Sivell – Media Specialist
Nicole Schulz – Principal, Brand and Content
Client Partner – Cricket Australia
Creative Agency – Thinkerbell & The Tuesday Club
Media Agency – Initiative
Activations & Sponsorship Agency – Mediabrands Content Studio
Content Studios – Co.Lab
24 Comments
How?
This is extraordinarily dull and predictable creative. One can only hope that the whizz bang media “new angles” will bring some excitement.
The cricket fandom here is as genuine as those mock-ups
Here’s to the dreamers
The coffee-creamers
The teeth gleamers and surprise party schemers
and what a look and feel it is. as always, on point craft from the tinkers over there.
Here’s to the lazy ones,
The phone it inners,
The rehashers
And the manifesto lovers.
Here’s to the idea you’ve seen a hundred times before,
and you’ll see again all too soon.
Here’s to the ones who somehow get away with it
And still make it to the pub by 4.
Here’s to you.
Cheers.
Why is the OOH in a different typeface to the press?
A beautiful C 100 Y 64 M 0 K 64 background with white bold Garamond – chefs kiss.
Looks like a Furphy ad
Why are the headline fonts different?
So many infringements here.
I’m bored.
So, why the different typefaces?
Not this idea AGAIN!!!!
How many times have we seen it.
Another manifesto starting with “here’s to”
https://www.youtube.com/shorts/X9mirCTafzg
And That I Capitalise Every Word Of A Sentence, Because I Am Awesome! With A Capital Exclamation Mark!!!
Or was this newspaper ad mocked up in a British newspaper from 2015?
Here’s too making sure the ad is overwhelmed by our brand blue and that our logo is bigger. So we know what’s this is really about.
“Car drivers”. Bahahahaha. Gold.
How do you go from the sublime print and outdoor for the recent brand work,
to this almost overnight?
Here’s to the Orange Cutters, Stubbie Holders, Backyard Boonies, Esky Stockers, Commentators…. Please, make it about your audience, a little.
Bro, what the world is saying is, that the ‘here’s to’ thing is dead, like 15 years ago. And here you are, brainstorming at home, tackling that brief, like it matters, even believing in your own ability, to do it better than they did. Bro, it’s over you, if it ever started. Right?
How is the logo inserted when the bowlers are running in?