NRMA Insurance is showcasing the power of confidence in its new brand campaign developed in partnership with M&C Saatchi and Mindshare.
The “This is Confidence” campaign is the next evolution of the NRMADE Better platform. It brings to life the peace-of-mind and self-assurance which comes with knowing NRMA Insurance is by your side, via a new, real-life character – Confidence.
NRMA Insurance customers received a sneak preview of the new campaign earlier today ahead of the official reveal this Sunday 21 August, across TV, radio, print, online and outdoor channels.
Says Jane Merrick, general manager, marketing and customer experience for IAG’s Australian Consumer Division: “Confidence is something we have always given our customers and the new positioning provides the foundation for us to continue to showcase how we can help make their lives NRMADE Better.
“We know our customers trust and value the confidence which comes with having our brand by their side, and we hope our campaign will inspire them to be even more confident.”
The new proposition and character were developed after extensive research found that customers associate the NRMA Insurance brand with trust, confidence, security and assurance.
Says Andy DiLallo, CCO, M&C Saatchi: “The Confidence character is the personification of the feeling you have when you know someone’s got your back.
“The new campaign represents what it’s like to be backed by NRMA Insurance. It gives us the flexibility to showcase how NRMA Insurance supports its customers in a simple and memorable way.”
The campaign includes seven 30 second TV spots, as well as online, out-of-home entertainment, EDMs and post activity.