NRMA Insurance is crediting a proactive, power tool-wielding pensioner with a massive uplift in customer engagement, some four weeks after it launched a new campaign.
NRMA Insurance is crediting a proactive, power tool-wielding pensioner with a massive uplift in customer engagement, some four weeks after it launched a new campaign.
The spot, “DIY Deirdre”, features a give-it-a-go grandma showing how easily you can fix problems yourself – whether its painting a wall, building a dog house, or managing insurance policies and claims online.
Created by LIDA, the campaign has so far resulted in NRMA Insurance exceeding its target for website log-ins by 70% and beating its one month target for Facebook engagement in 15 minutes.
IAG head of marketing, Jane Merrick said: “We wanted to get cut through for our self-service online platform and it was a great insight from LIDA to introduce the lovable DIY Deirdre.
“She not only embodies the can-do Aussie attitude but has become something of a touchstone for women’s empowerment, especially older women. Strong female role models still seem all-too rare in advertising these days.”
LIDA creative director, Paula Keamy said: “Everyone loves Deirdre. She’s a great Australian woman – the kind of woman we all know and love. She just gets things done – making her the perfect character to show how insurance is 'NRMAde Better'.”
What do you think? Is DIY Deirdre a hero for our times? And does she make you want to take control of your insurance? Leave your thoughts below …
