NRMA Insurance rebrands with a promise to help

As many a woodland creature can attest to, life isn't always about friendly gatherings and sunlit frolics. The heart of the forest is a place where survival of the fittest reigns supreme, where every day is a battle of wits and strength, and the difference between being a prey or predator can hinge on a single leap or flutter. Yet, even within this harsh reality, there exists an intricate ecosystem where every creature plays a vital role, reminding us that even in the most unforgiving environments, mutual support is essential.

Alas, nature has bestowed humanity too, with this significant role: To help.

Enter NRMA Insurance’s new campaign, which rebrands the company as a 'help company'. Partnering with Accenture Song, NRMA launches this initiative to highlight their commitment to providing support—admirable, especially given their track record in aiding during bushfires, climate emergencies, and rebuilding lives.

Developed in partnership with Accenture Song, the campaign features a fresh cover of The Beatles' 'Help!' by The Murlocs and introduces a new visual identity. Directed by Sanjay De Silva and produced by Division, the effort has a central 60-second TVC and launches the brand's new era by asking 'what would a help company do?'. The film showcases everyday Australians being supported through challenges ranging from home rebuilds and emergency assistance to car repair and safety interventions. 

The new positioning also comes with a fresh visual identity, a multi-channel marketing campaign across OOH, audio, radio, print and socials, and a partnership with Nine for the Olympic and Paralympic Games Paris 2024 launching from 26th July. 

NRMA Insurance CEO Julie Batch says: “Help has been at the heart of NRMA Insurance since its humble beginnings in 1925 as a member-only company that provided motor insurance policies to some of the first drivers in New South Wales. Since then, we have grown to become a national brand and have helped millions of people, protecting their cars, homes and businesses. 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. 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.”

However, Ad Nut can't help but ponder the validity of rebranding as a help entity when fundamentally, NRMA is a paid insurance provider. If customers are paying a premium, isn’t help expected? The notion of positioning a service that is inherently transactional as a philanthropic endeavour might ruffle a few woodland feathers. It's like a squirrel trading acorns for a promise of loyalty—fair, but maybe not entirely altruistic.

Ad Nut applauds NRMA Insurance for their longstanding commitment to community support and the innovative ways they’re looking to aid. Ever the thoughtful observer, Ad Nut will be watching closely to see how this ambitious new chapter unfolds. After all, be it the woodlands or the wider world, a little help can go a long way.

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.