NRMA Insurance launches new ‘A Help Company’ positioning and campaign via Accenture Song
NRMA Insurance has introduced new positioning, establishing itself as A Help Company. The new positioning, developed in partnership with Accenture Song, builds on NRMA Insurance’s almost 100-year heritage of help and sets a bold ambition for the insurance company’s intentions for the next century.
A Help Company will be accompanied by a new, differentiated visual identity, being rolled out across all customer touchpoints, and a large-scale multi-channel marketing campaign, which will coincide with NRMA Insurance’s broadcast partnership with Nine’s coverage of the Olympic and Paralympic Games Paris 2024. The new positioning is a significant milestone in the company’s focus on reimagining the customer experience and its promise of help, always.
Says Julie Batch, CEO, NRMA Insurance: “Help has been at the heart of NRMA Insurance since its humble beginnings in 1925 as a member-only company that provided motor insurance policies to some of the first drivers in New South Wales. Since then, we have grown to become a national brand and have helped millions of people, protecting their cars, homes and businesses.
“As we approach our 100th anniversary, Australians are facing new challenges, and we know from our customers they expect businesses they interact with to do more than provide a product and proactively address their needs and support their communities. Establishing ourselves as A Help Company is a bold declaration for how we will deliver for our customers now and into the future through the insurance we provide and the ways we help create safer communities.”
Directed by Sanjay De Silva, produced by DIVISION, and featuring an all-new cover of The Beatles’ classic, ‘Help!’ by Australian band The Murlocs the TVC launches a new era for NRMA Insurance as A Help Company by asking a single question: What would A Help Company do?
Says David Droga, CEO, Accenture Song: “This work shows the power of a simple but deeply relevant idea. In a category that can feel complicated, NRMA Insurance is providing a customer experience that honours the heritage of its brand and makes things simpler for its customers. This is the kind of creative and tech-powered solution Accenture Song was built to deliver for our clients.”
The TVC is supported by creative executions across outdoor, audio, digital and print, which will be viewed for the first time from 26th July during Nine’s broadcast of the Olympic Games Paris 2024 Opening Ceremony. Secured in collaboration with Initiative Media, the Nine partnership delivers a significant platform for NRMA Insurance to introduce A Help Company, the company’s promise of help, to a national audience at scale.
PLAY THE RADIO:
The new positioning highlights the ways NRMA Insurance helps its customers through its core products and services as well as its education, social impact and advocacy initiatives to create more resilient communities in the face of increased extreme weather events.
Says Michelle Klein, chief customer and marketing officer, NRMA Insurance: “We set an ambition to take our proposition of help, scale it, industrialise it and build it into everything we do.
“Being A Help Company is more than marketing, it means taking action to educate and advocate for our customers at scale but it’s also about delivering the basics brilliantly and that’s what we wanted to capture through this new positioning and the first campaign that supports it.
“Through the campaign we profile the many ways NRMA Insurance is here to help, such as Help Nation, our initiative to educate Australians about their local risks and how to prepare for extreme weather. It also highlights the everyday product benefits and services we offer that are simply helpful, such as being covered even if you accidentally forgot to lock the front door, or someone else is driving your car when an incident occurs.
“In addition, we’ll be introducing new experiences, such as a Policy Snapshot to provide customers with helpful information about their policy, and exploring new technology to help customers identify potential issues with their roof.”
NRMA.com.au has been refreshed and a new microsite has launched which highlights the existing and new experiences that customers can take advantage of.
Says Mark Green, CEO, Accenture Song ANZ: “Help is a very human thing and for NRMA Insurance it’s more than just goodwill – it’s a promise made to all Australians. As NRMA Insurance commits to the next 100 years of help, we feel privileged to partner with one of the country’s most trusted and iconic brands steering business transformation and driving home its position as a category leader.”
Adds Batch: “Over the past year alone our people have answered more than 1.5 million calls for help, our fleet has travelled 5.3 million kms to serve our customers and our helicopter has taken 35 journeys to support communities in need.
“We are focused on continuing to enhance the Help we provide by drawing on our experience, learnings and customer needs to deliver a superior customer experience that meets our ambition as A Help Company.”
NRMA Insurance:
CEO NRMA Insurance: Julie Batch
Chief Customer & Marketing Officer: Michelle Klein
Executive Manager, Marketing, Brand and GTM Strategy: Sally Kiernan
Executive Manager Customer Experience, Brand & Social Impact: Zara Curtis
Executive Manager, Channel, Performance Marketing and Measurement: Mark Echo
Executive Manager, Business Enablement and Operational Effectiveness: Luke Farrell
Executive Manager, Marketing Growth and Vector Strategy: George Exikanas
Manager, Brand and Creative Execution: Lynn Clift
Principal, Brand Communications and Creative Execution: Mahsa Merat
Principal, Brand Communications and Creative Execution: Esther Horsley
Principal, Media: Lisa Jarvis
Specialist, Media: Josh Harrison
Specialist, Content Producer: Luke Mortimer
Specialist, Marketing Partnerships: Brittany Riordan
Accenture Song:
Global CEO: David Droga
ANZ President: Mark Green
Creative Chair: Nick Law
Global CCO: Neil Heymann
Managing Director: Matt Michael
Executive Creative Director: Barbara Humphries
Chief Creative Officer: Tara Ford
Creative Directors: Cameron Bell & Sam Dickson
Creative Team: Ewan Harvey & Aïcha Wijland
General Manager: Kezia Quinn
Business Management: Samar Karim, Ciara Moloney & Kevin Diep
Strategy Director: Tim Wilson-Brown
Head of Production: Penny Brown
Producers: Simone O’Connor & Tamara Wohl
General Manager (Visual Identity): Grace Rennie
Executive Creative Director (Visual Identity): Richard Smalley
Senior Business Director (Visual Identity): Monique Ghosn
Design Director (Visual Identity): Jess Tainsh
Production Company: DIVISION
Director: Sanjay De Silva
Executive Producer: Geneviève Triquet
Producer: Melissa Weinman
DOP: Sam Chiplin
Casting Company: Citizen Jane Casting
Casting Agent: Natalie Harvie
Post-production: The Editors
Producer: Isabella Key
Editor: Leila Gaabi
VFX: FIN Design
Colourist: Fergus Rotherham
Online & VFX: Mikey Brown
Producer: Emily Newbould
Sound: MassiveMusic
Head of Sound: Abby Sie
Music & Sound Executive Producer – Katrina Aquilia
Music: The Murlocs
Music Supervision (The Beatles) – Level 2
Music Supervision (The Murlocs) – Michael Szumowski, Big Sync Music
32 Comments
A direct copy of one of those cliched Westpac ads from about 10 years ago
I love to watch my house get choppered onto the top of a hill while I hold my pet lizard before suddenly aging and changing ethnicities.
Is so bad.
And ramming this manifesto down our throats with zero idea is offensive
“Has anyone seen that movie everything everywhere all at once?”
For this?
How many messages am I supposed to absorb here?
…you’re with Accenture
Via Accenture…. No more Monkeys?
So clever, so quirky
So has the Monkeys name finally been dropped now? Or were they just too embarrassed to attach themselves to this?
I’m only sleeping
zzzzzzzzz
There’s a lot going on here… a lot. Very corp’splainy
You lost me at the lizard. So so so soooooooo very lame. Overall this is a bucket of warm cringe
Why is it Accenture Song and not the Monkeys when all the credits list Monkey’s staff?
It was much simpler when M&C had the business
Sam Chiplin does it again. Obsessed with him as a DOP. Best piccies in town.
Is a patronising way of saying what you were already saying. I thought this was a rebrand
So sad. No emotion. Over complicated.
This campaign sounds more like a cry for help
How could they get it so wrong?
This brand has gone backwards
A few generic shapes, pastel palette and 3d objects… How original.
Did you outsource this visual identity to Re?
Were they not helping people before? Why don’t they use Captain Obvious as their ambassador. Typical big agency nonsense just to win awards that mean nothing. Don’t worry about the customers you let down on a consistent basis or how you’re overpriced.
How’s market share? ‘A declining company’ might work for phase 2
and this is what you get. Sheesh
Big miss, back to 2016 Westpac era ads it seems. What’s old is new again, in record time
It’s seems a shame that much like our industry fodder this rebrand seems more a promotion campaign for agency models & client personalities, than actual creative ingenuity. It’s boring and patronising.
What happened to the old (effective) work the monkeys did for nrma?
Shame this one went to Accenture Song. Can’t help but think The Monkeys would’ve made something incredible if they’d been given the chance
Is it Tony Armstrong doing the voice over ?
Well Westpac did pretty shamelessly nick ‘help’.
Ned Scott (Strategy Planner) working with Saatchi & Saatchi originally came up with the concept that NRMA is a ‘Help Company’ (actually said those exact words at a Sunday plannning session with Saatchi’s GAD) when Saatchis pitched and won the business in 1993.