NRMA Insurance aims to redefine HELP with second phase of “Until Then” campaign

Zara Curtis: “Timely for our customers”

NRMA Insurance has launched the next chapter of its Until Then campaign in collaboration with creative agency Bear Meets Eagle On Fire, building upon the brand platform introduced last year.

The integrated campaign that spans across TV, cinema, radio, social media, and OOH, aims to redefine the concept of “HELP,” portraying it as a commitment to assist in times of trouble.

The central theme, “Until Then… we’ll be here to help,” envisions a world devoid of insurance needs, where mishaps and accidents are averted. However, recognising the current reality, the campaign showcases the necessity for assistance when life takes an unexpected turn.

NRMA Insurance – Until Then – Hailstorm 60sec from Bear Meets Eagle On Fire on Vimeo.

Directed by Steve Rogers at Revolver, the film titled Hailstorm narrates the tale of a small car seeking refuge from an approaching storm, successfully avoiding any damage.

The OOH component highlights various everyday mishaps, emphasising NRMA Insurance’s commitment to assisting customers in such situations. The social and radio segments delve into NRMA Insurance’s involvement in community initiatives for extreme weather preparedness.

NRMA Until Then OOH Ad

Collaborating with UK director and photographer Dan Tobin-Smith and Time Based Arts, NRMA Insurance presents visually captivating brand idents that delve into the essence of the HELP promise. These idents will be featured in various media activities, including NRMA Insurance’s sponsorship of Channel Nine‘s weather segment.

Micah Walker, chief creative officer and Founder of BMEOF, expressed enthusiasm about the opportunity to deepen their thinking through product and retail, adding that the brand idents created with Tobin-Smith are a valuable addition to the narrative.

NRMA Home Insurance – ident from Bear Meets Eagle On Fire on Vimeo.

Running parallel to the brand campaign, the integrated product campaign titled We’ll Help, developed in partnership with BUCK, showcases how NRMA Insurance fulfils its commitment through a range of product propositions.

Zara Curtis, NRMA Insurance executive manager of customer experience, brand, and social Impact, commented on the campaign, stating, “This latest Until Then spot, Hailstorm, is timely for our customers in the face of changing and more frequent weather events. And with a creative system designed to work across the marketing funnel to meet our key business objectives.”

See Also: NRMA and NITV partner up in support of the Beyond 3% initiative

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