NRMA Insurance has launched a new integrated brand campaign across New South Wales and Queensland starring Arlo the koala called “Every home is worth protecting” created by The Monkeys, part of Accenture Interactive.
The three-month campaign spans TV, outdoor, radio, partnerships, PR, digital, with a koala chatbot. It was developed by an integrated agency group with CHE Proximity, Havas, Mindshare and Thinkerbell.
Says Brent Smart, chief marketing officer, IAG: “Nothing matters more than the feeling of security you get from your home, so we want to inspire Australians with the message that every home is worth protecting. The homes of one of Australia’s most loved citizens – the koala – needs our protection and we hope this campaign has a real impact on koalas.”
The campaign features a TVC directed by Gary Freedman, depicting an intimate, emotive and heroic tale of a boy who finds a koala stranded up a telegraph pole and follows their challenges as the boy looks to reunite the koala with his home.
The radio component of the campaign features Robyn Moore, the well-known voice of Australia’s most famous and playful little koala, Blinky Bill.
Says Vince Lagana, executive creative director, The Monkeys: “For an insurance brand synonymous with helping Australians, it made so much sense when we landed on the idea of home insurance for koalas. A campaign dedicated to protecting the homes of our furry friends.”
NRMA Insurance has entered a three-year partnership with Conservation Volunteers Australia to plant as many koala homes as possible across Queensland and New South Wales.
Arlo, an 18-month old koala breaks new ground in the campaign by becoming the highest paid debut commercial actor in Australia this year. Arlo is donating his fee to Conservation Volunteers Australia, to protect more koala homes like his.
NRMA Insurance and Conservation Volunteers Australia want to encourage people to get involved by donating their time to plant a koala home, go to nrma.com.au/insurance for more details #koalahelp.
NRMA insurance will also be planting a tree for every new home insurance policy sold until the end of 2019.
Client: NRMA Insurance
Creative: The Monkeys
Production: Revolver/Will O’Rourke – Gary Freedman
Post Production: ARC EDIT/Fin Design
Music: Sonar Music
Sound Design: Squeak E Clean Studios
Photography: The Kitchen – Toby Burrows
Production: Revolver/Will O’Rourke
1:1: CHE Proximity