Home is where the heart is. And now, NRMA is turning its attention to your most important asset.
The 'Our Home' campaign, by M&C Saatchi, is a continuation of the NRMADE Better positioning pointing to the brand's ethos of going the extra mile.
The two-phase campaign highlights NRMA's Homes Plus insurance policy which sees 25% extra cover on top of the sum insured to cover the cost of rebuilding or replacing contents. It is also launching a new web application in September - Safer Homes - to help inform people on how to better protect their homes.
NRMA Insurance head of marketing, Jane Merrick, said: “‘Our Home” is about showing our commitment to understanding how important homes are to Australians.
“A person’s house isn’t just an asset – it’s a home, their personal haven with their loved ones and a place filled with memories and all the things they hold dear. Protecting Australian homes is of utmost importance to us.”
The first phase of the campaign saw NRMA to ask its customer base what their homes meant to them to a web hub with $5 donated to Australian Red Cross for every piece of content received.
The most recently revealed second phase had those responses form the foundation of its campaign: an integrated piece launched with a TVC followed by digital, social, mobile, out-of-home, radio and branch POS executions.
It also includes an online home built entirely from the submitted images of people's own homes.
M&C Saatchi chief creative officer, Andy DiLallo, said: "After being part of the community for over 85 years, no one knows better than NRMA Insurance, how important home is to us all. ‘Our Home’ is a celebration of all that is great about our customer's homes and what home means to them. Considering how obsessed we are with property in this country, we hope this campaign will trigger us all to just step back and appreciate all that we have."
CREDITS
Andy DiLallo, Chief Creative Officer
Gary Dawson, Creative Director
Daryl Corps, Head of Craft
Josh Bryer, Associate Creative Director, Direct, Digital Creative
David Jackson, Senior Art Director
Ross Berthinussen, Group Strategy Director
Paul Coles, Group Head
Tara Goh, Group Account Director
Karlee Weatherstone, Senior Account Director
Kristina Georgiadis, Senior Account Manager
Arianne Flintoff, Senior Account Manager
Isabel Toby, Project Director
Gabe Hammond, TV Producer
Sharon Lewis, Executive Producer, Digital
Kate Best, Senior Digital Producer
Kevin Brown, Head of Technology
Matt Willis, Executive Digital Design Director
Kim Janson, Digital Designer Director
Sarah Webb, Print Producer
Collider – Patrick Fileti, Director and Renae Begent, Producer
Dick Sweeney, Photographer
Song Zu, Audio
