NRMA Insurance (NRMA) has announced a new brand strategy, positioning itself as “A Help Company.”
This new direction, developed with tech-powered creative group Accenture Song, builds on the insurer’s near-century of providing assistance and sets a vision for the company’s future.
The “A Help Company” initiative includes a refreshed visual identity that will be introduced across all customer interactions and supported by a multi-channel marketing campaign.
This launch aligns with NRMA’s partnership with Nine for coverage of the Olympic and Paralympic Games Paris 2024.
The company said that the repositioning highlights its renewed commitment to enhancing customer experience and its promise of help.
NRMA CEO Julie Batch said help has been central to the insurer since its establishment in 1925.
“Since [the insurer’s establishment], we have grown to become a national brand and have helped millions of people, protecting their cars, homes, and businesses,” she said. “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.”
Batch emphasised that establishing NRMA as “A Help Company” signifies its dedication to delivering for its customers through insurance offerings and fostering safer 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,” she said.
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Michelle Klein, chief customer and marketing officer at NRMA, said the goal is to integrate the company’s proposition into every aspect of its operations.
“We set an ambition to take our proposition of help, scale it, industrialise it, and build it into everything we do,” she said. “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.”
She noted that the campaign showcases initiatives like Help Nation, which aims to inform Australians about local risks and how to prepare for extreme weather. It also highlights the everyday benefits and services provided by NRMA, such as coverage even if the front door is accidentally left unlocked or if another person is driving the car during an incident.
The campaign introduces new features such as the Policy Snapshot, which gives customers detailed information about their policies, and explores new technologies to help identify potential roof issues.
Directed by Sanjay De Silva and produced by Division, the TV commercial features a new rendition of The Beatles’ song “Help!” by Australian band The Murlocs.
“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,” said Accenture Song CEO David Droga.
The TV commercial and related creative content will debut on July 26 during Nine’s broadcast of the Olympic Games Paris 2024 Opening Ceremony.
NRMA’s website has been updated, and a new microsite has been launched to highlight both existing and new customer experiences.
Aside from the launching the A Help Company initiative, NRMA has recently expanded its First Nations outdoor billboard campaign.
