CulturalPulse and NRMA Roadside Assistance have launched ‘Every Trip Matters’, designed to drive growth among Chinese and Indian Australian drivers across NSW and the ACT.
Analysis of NRMA’s 3.6 million-strong membership base using CulturalPulse’s AskGenie audience intelligence technology found Chinese and Indian Australian drivers to be significantly under-represented in comparison to the diverse NSW/ACT general population, despite having very high car dependency.
The campaign is NRMA Roadside Assistance’s first in-language spot, with story-led creative in English, Hindi, Punjabi, Mandarin and Cantonese featuring real families and community members rather than actors.
The integrated campaign spans cultural media and community distribution, dedicated in-language landing pages, a three-month free membership offer and in-community education sessions with NRMA Technicians.
CulturalPulse’s community brand ambassadors have shaped the work and will drive its rollout through trusted networks across Chinese and Indian Australian communities.
“The NRMA wants to understand the experiences of these communities that we hope to represent and serve, the role their cars play in everyday life and what would make Roadside Assistance relevant to them. Simply taking our existing marketing campaigns and translating them into other languages is not how we want to show up for your community,” said NRMA Roadside general manager of marketing and proposition Kate McBean.
“Every Trip Matters reflects that thinking. We want every Australian to feel that NRMA Roadside Assistance is there for them, wherever they go.”
The work marks the first campaign partnership between CulturalPulse and NRMA Roadside Assistance.
“The campaign demonstrates why reaching multicultural Australia requires more than an in-language execution,” said CulturalPulse head of client services Rohan Nayee.
“Language matters, but translation alone doesn’t build relevance. You need to understand the audience first, then carry that understanding through the creative, the media, the customer experience and how you show up in the community.That’s what we’ve built with NRMA. The stories come from real community experiences, feature real community members and will be delivered through the channels and networks they know and trust.”
‘Every Trip Matters’ has launched in NSW and the ACT across all major Western and Asian social media platforms and digital channels.
Campaign Credits
Client: NRMA Roadside Assistance – Kate McBean, Inta Weir, Adelene Sharma, Jenna Dancic
Agency: CulturalPulse – Rohan Nayee, Patrick Skene, Dee Raghavan, Jake Swarts, Gabriella Angel
Production: Screentide – Adam Marks, Karl Conti
