NRMA has launched two exciting new campaigns to strengthen its connection with Australians. The first campaign, created in partnership with Saatchi & Saatchi, focuses on the brand’s overall identity, while the second, developed with Accenture Song, highlights the company’s commitment to community help and support.
Saatchi & Saatchi, which has been working with NRMA since 2018, has introduced a refreshed tagline that emphasizes NRMA’s mission to be there for all Australians, no matter where they are or where they’re going. This new direction is part of NRMA’s broader brand update, which was developed alongside Houston Group.
Victoria Doidge, NRMA’s Chief Membership Officer, who joined the company six months ago, highlighted the significance of this campaign. She shared that this is the first time NRMA’s Roadside Assistance and Rewards programs have been brought together under a single creative platform.
“Our research showed that while many Australians were familiar with our Roadside Assistance services, we needed to do more to promote our travel services and the rewards program that currently serves 3.2 million Australians,” said Doidge. “The goal of this campaign is to simplify the customer experience and make our offerings clearer, helping Australians better understand the value we provide.”
These campaigns aim to not only highlight NRMA’s diverse services but also to bring communities together by promoting their strong values of support, trust, and connection.
Credits
Creative Agency: Accenture Song
Production Company: Finch
Post-Production: Arc Edit
Music Arrangement & Sound Design: MassiveMusic
Music Supervision (The Beatles): Level 2
Casting Company: Citizen Jane Casting
Media Agency: Initiative
Content Studio: MBCS
Client: NRMA Insurance/ IAG
Chief Customer &Marketing Officer: Michelle Klein
Executive Manager, Marketing, Brand & Communications: Sally Kiernan
Executive Manager, Marketing Strategy: George Exikanas
Executive Manager, CXM Partnerships & Business Excellence: Luke Farrell
Executive Manager, Media, Channels, Performance & Personalisation: Mark Echo
Manager, Channel Marketing: Bec Alexander
Principal, Brand Communications: Mahsa Merat
Principal, Editorial: Rae Metlitzky
Specialist, Content: Jessica Yorke
Specialist, Marketing Partnerships: Brittany Riordan
