NRMA Insurance is helping to unite Australians by making this season ‘The Summer of Community Cricket’ in its new campaign with Accenture Song.
Building on the recent launch of its “A Help Company” positioning and partnership with Cricket Australia, the campaign elevates its promise of helping Australians in more ways through valuable experiences.
Throughout the Test Series, NRMA Insurance will celebrate community cricket and volunteers who help make the game happen by organising events at clubs around the country and giving away grants to local cricket clubs.
This will be underpinned by Accenture Song’s fully integrated campaign, which will run on TV, digital, out of home and across social. Directed by Finch’s Alex Roberts, the film centres on a community cricket match and a local hero batter who receives support from his community.
“At NRMA Insurance, we believe connected communities are more resilient,” IAG chief customer and marketing officer Michelle Klein said. “Local cricket is great for the community, and it’s been helping Aussies get to know their neighbours and pitch in together for many generations.
“This summer NRMA Insurance is demonstrating its promise of help within the cultural context of sport, by fostering the kind of local connections that we know makes communities stronger.”
Barbara Humphries, Accenture Song executive creative director, added: “We wanted to celebrate the community spirit that keeps these local games going, benefiting whole communities, beyond those holding a bat or ball. It’s a national partnership that turns up in a very local way, in the spirit of A Help Company.”
In keeping with the launch of “A Help Company”, the campaign is once again accompanied by a reworked version of The Beatles’ famous song, ‘Help!’.
Credits
Client: NRMA Insurance/ IAG
Chief Customer & Marketing Officer: Michelle Klein
Executive Manager, Marketing, Brand & Communications: Sally Kiernan
Executive Manager, Marketing Strategy: George Exikanas
Executive Manager, CXM Partnerships & Business Excellence: Luke Farrell
Executive Manager, Media, Channels, Performance & Personalisation: Mark Echo
Manager, Channel Marketing: Bec Alexander
Principal, Brand Communications: Mahsa Merat
Principal, Editorial: Rae Metlitzky
Specialist, Content: Jessica Yorke
Specialist, Marketing Partnerships: Brittany Riordan
Creative Agency: Accenture Song
Production Company: Finch
Casting Company: Citizen Jane Casting
Post-Production: Arc Edit
Music Arrangement & Sound Design: MassiveMusic
Music Supervision (The Beatles): Level 2
Media Agency: Initiative
Content Studio: MBCS