NRMA Insurance has launched a new website, establishing itself as a helping company. Developed in partnership with Accenture Song, the new website builds on NRMA Insurance’s nearly 100-year heritage of helping and sets out a bold ambition for the insurer’s intentions for the next century.
The assistance company will be accompanied by a new, distinct visual identity, which will be rolled out across all customer touchpoints, and a wide-ranging multi-channel marketing campaign, which will coincide with NRMA Insurance’s broadcast partnership with Nine’s coverage of the Paris 2024 Olympic and Paralympic Games. The new positioning marks an important milestone in the company’s focus on reimagining the customer experience and its promise to always help.
“Help has been at the heart of NRMA Insurance since its humble beginnings in 1925 as a members-only company providing motor insurance policies to some of NSW’s first drivers,” says Julie Patch, CEO of NRMA Insurance. “Since then, the company has grown into a national brand and helped millions of people protect their cars, homes and businesses.”
“As we approach our centenary, Australians face new challenges, and we know from our customers that they expect the businesses they do business with to do more than just provide a product, to proactively meet their needs and support their communities. Establishing ourselves as a helping company is a bold statement of how we will serve our customers now and in the future through the insurance we provide and the ways we help create safer communities.”
Directed by Sanjay D’Silva and produced by DIVISION, and featuring a brand new cover of The Beatles classic “Help!” by Australian band The Murlocs, the TVC ushers in a new era for NRMA Insurance as a help company by asking one question: What will help do?
“This work demonstrates the power of a simple yet relevant idea,” said David Droga, CEO of Accenture Song. “In a category that can seem complex, NRMA Insurance delivers a customer experience that honors its brand heritage and makes things simpler for its customers. This is the kind of creative and technical solution that Accenture Song is designed to deliver to our clients.”
The TVC is supported by creative executions across outdoor, audio, digital and print, which will premiere from 26 July during Nine’s broadcast of the Paris 2024 Olympic Games Opening Ceremony. In collaboration with Initiative Media, Nine’s partnership provides an important platform for NRMA Insurance to bring A Help Company, and the company’s promise of help, to a broad national audience.
Turn on the radio:
The new positioning highlights the ways NRMA Insurance helps its clients 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 increasing extreme weather events.
“We set an ambitious goal to take our proposition to help and scale it up, industrialise it and build it into everything we do,” says Michelle Klein, director of customer service and marketing at NRMA Insurance.
“Being a helper is more than just marketing, it means taking action to educate and advocate for our clients at scale, but it’s also about delivering the basics brilliantly and that’s what we wanted to capture with this new positioning and the first campaign that supports it.
“Through the campaign, we highlight the many ways NRMA Insurance, like Help Nation, is supporting our initiative to educate Australians about local risks and how to prepare for severe weather. It also highlights the benefits of our everyday products and services that are simply useful, such as coverage even if you accidentally forget to lock your front door, or someone else is driving your car when an accident occurs.
“In addition, we will introduce new experiences, such as Policy Snapshot to provide customers with helpful information about their policy, and explore new technology to help customers identify potential issues with their roofs.”
NRMA.com.au has been updated and a new sub-site has been launched highlighting existing and new experiences that customers can benefit from.
“Help is a very human thing and for NRMA Insurance, it’s more than just goodwill – it’s a promise made to all Australians,” said Mark Green, CEO of Accenture Song ANZ. “As NRMA Insurance commits to helping for the next 100 years, we are proud to partner with one of the country’s most trusted and iconic brands, which is driving business transformation and strengthening its position as a category leader.”
“Last year alone, our staff answered more than 1.5 million calls for assistance, our fleet traveled 5.3 million kilometers to serve our customers, and our helicopter made 35 flights to support communities in need,” Patch added.
“We are focused on continuing to improve the assistance we provide by leveraging our expertise, learnings and customer needs to deliver a superior customer experience that meets our ambitions as an assistance company.”
National Insurance Company:
CEO of NRMA Insurance: Julie Batch
Client & Marketing Director: Michelle Klein
Executive Director of Marketing, Brand and Global Marketing Strategy: Sally Kiernan
Executive Director of Customer Experience, Brand and Social Impact: Zara Curtis
Executive Director of Channels, Marketing and Performance Measurement: Marc Ecko
Executive Director of Business Enablement and Operational Effectiveness: Luke Farrell
Executive Director of Marketing Growth Strategy and Carrier: George Xikanas
Brand and Creative Director: Lynn Clift
Brand Communications & Creative Director: Mahsa Mirat
Brand Communications & Creative Director: Esther Horsley
Media Director: Lisa Jarvis
Media Specialist: Josh Harrison
Specialist, Content Producer: Luke Mortimer
Marketing Partnerships Specialist: Brittany Riordan
Accenture Song:
Global CEO: David Droga
ANZ Bank CEO: Mark Green
Chief Creative Officer: Nick Low
Global Director of Commercial Operations: Neil Heyman
Managing Director: Matt Michael
Executive Creative Director: Barbara Humphries
Creative Director: Tara Ford
Creative Directors: Cameron Bell and Sam Dixon
Creative Team: Ewan Harvey and Aisha Wiegland
General Manager: Kezia Quinn
Business Administration: Samer Karim, Ciara Moloney, Kevin Deeb
Strategy Director: Tim Wilson-Brown
Production Manager: Benny Brown
Producers: Simon O’Connor and Tamara Wall
General Manager (Visual Identity): Grace Rennie
Executive Creative Director (Visual Identity): Richard Smalley
Senior Business Manager (Visual Identity): Monique Ghosn
Design Director (Visual Identity): Jess Tainch
Production company: DIVISION
Director: Sanjay D’Silva
Executive Producer: Genevieve Trickett
Producer: Melissa Weinman
DOP: Sam Chiplin
Casting Company: Citizen Jane Casting
Casting Agent: Natalie Harvey
Post-Production: Editors
Product: Isabella K
Editor: Laila Gaby
Visual Effects: Fin Design
Colourist: Fergus Rotherham
Online and Visual Effects: Mikey Brown
Producer: Emily Newbold
Audio: MassiveMusic
Senior Engineer: Abe Yu
Executive Music & Sound Producer – Caterina Aquileia
Music: The Murlocs
Music Supervision (The Beatles) – Level 2
Music Supervision (The Murlocs) – Michael Szumowski, Big Sync Music
