The NRMA Launches New ‘This is Roadside Assistance’ Campaign via Saatchi & Saatchi


The NRMA Roadside Assistance has this week launched its new brand campaign via Saatchi & Saatchi Australia, focusing on what The NRMA does best: getting its members moving no matter the situation.


The campaign showcases the unique culture of The NRMA and the connection between its people and members. This connection comes to life through a variety of locations and member call-out scenarios, highlighting what true roadside assistance means and how The NRMA patrol team goes that extra mile to help. With more vehicles in more locations and more trained technicians, when members drive further afield, they still have access to The NRMA’s national network of patrols to ensure they keep moving.

It serves as a reminder that whilst there are a number of other providers within the market that may claim to ‘offer’ roadside assistance, only The NRMA offers the real thing.

Says NRMA General Manager of Marketing, Darren Jones: “The NRMA has an unrivalled history of keeping Aussies moving. Members of The NRMA know wherever they go and no matter what happens, The NRMA will always lend a helping hand to keep them moving to where they would rather be. This campaign seeks to reinforce the lengths that The NRMA and our technicians will go to help our members”.

Adds Saatchi & Saatchi Chief Creative Officer, Mike Spirkovski: “Everyone knows that having car problems isn’t fun. It’s stressful and people just want to get going. This campaign is designed to showcase those situations and importantly reinforce how far The NRMA will go. Every time”.

The integrated campaign is currently airing across broadcast television, online video, radio, digital and on social platforms. Media is being handled by Spark Foundry.


Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officer: Mike Spirkovski
Head of Planning: Graham Sweet
Creative Director: Sam Chappell
Senior Art Director: Simon O’Neill
Senior Copywriter: Anton Posa
Group Business Director: James Tracy-Inglis
Senior Business Director: Claire Thompson
Business Director: Liz Stephens
Senior Broadcast Producer: Michael Demosthenous
Integrated Producer: Gary Clarke

Production House: Scoundrel
Director: Luke Shannahan
Executive Producer: Kate Gooden
Executive Producer: Adrian Shapiro

Integrated Production House: Louis&Co
Photographer: Dick Sweeney
Executive Producer: Louis Molines
Producer: Penny O’Brien

Music & Sound House: Squeak E. Clean Studios
Sound Design: James Martell
Music Composer: Jesse Watt
Executive Creative Producer: Karla Henwood

Post-Production Support: Prodigious Australia
Executive Producer: Ash Weaver

Media Agency: Spark Foundry
Marrion Bell: Client Partner
Jake Woodley: Associate Director
Georgie Brady: Senior Planning Executive
Juha Lauren: Digital Activation Manager

Client: The NRMA
General Manager, Marketing: Darren Jones
Senior Manager, Acquisition Marketing: Charm Hearne
Senior Brand and Creative Director: Marie Ferrett
Acquisition Marketing Manager: Jenna Dacic
Brand Communications Manager: Angela Tobin

The NRMA Launches New ‘This is Roadside Assistance’ Campaign via Saatchi & Saatchi