NRMA Insurance debuts,’Help, Like No One Else’ campaign created by The Monkeys, part of Accenture Interactive.
The campaign comes after NRMA’s parent company IAG announced that it had awarded its $25 million annual media spend to IPG’s Initiative. After previously being with GroupM for a decade.
The campaign aims to showcase the depth of experience NRMA Insurance assessors have when they help a customer during a claim.
Directed by Daniel Kaufman, the campaign film follows Judi, who has been an NRMA assessor for 32 years, as she journeys through an insurance claim while recalling her experiences on the job.
The integrated campaign extends through broadcast, cinema, OOH, press and radio, telling the stories of other dedicated NRMA Insurance employees who help its customers each day.
NRMA Insurance chief marketing officer, Brent Smart, said: “Since I joined the company, I’ve heard incredible stories of how our people help.
“The challenge is how to tell those incredible stories in a way that doesn’t feel like just another testimonial employee ad.
“We found a way creatively to honour our incredible people and the way they help our customers.”
The Monkeys creative director Barbara Humphries, said: “While you can never prepare for how you’ll react when the unexpected happens, NRMA Insurance assessors spend their whole lives preparing to help you at that moment.
“Hearing Judi talk about many years on the job, experiencing some of Australia’s worst moments, we were moved by the courage, empathy and dedication that sets her and her team apart. We were determined to tell that story.”
Client: NRMA Insurance
Chief marketing officer: Brent Smart
Director, brand marketing: Sally Kiernan
Director, Content & customer engagement: Zara Curtis
Director, group brand strategy: Caroline Hugall
Brand strategy lead: Anna Jackson
Creative lead: Elizabeth Stokes
Creative & Innovation Specialist: Mahsa Merat
Creative Agency: The Monkeys, part of Accenture Interactive
Co-Founder & group CEO: Mark Green
Co-founder & group Chief Creative Officer: Scott Nowell
Chief creative officer: Tara Ford
Managing director: Matt Michael
Creative directors: Barbara Humphries & Benn Sutton
Creative team: Barnaby Packham & Danny Pattison
Designers: Megan Lecky, Lauren Elliot & Dale Bigeni
Chief Strategy Officer: Fabio Buresti
Head of planning: Hugh Munro
Head of production: Penny Brown
Print producer: Matt Tilbury
Business lead: Kezia Quinn
Senior business director: Ashley Robertson
Senior business manager: Sophie Finckh
US Production Co: Anonymous Content
Director: Daniel Kaufman
Executive Producer: Lori Stonebraker
AUS Production Co: FINCH
Managing director & EP: Corey Esse
Executive producer: Loren Bradley
Producer: Sarah Nichols
Cinematographer: Jeremy Rouse
Prod designer: Vanessa Cerne
Post Production: Arc Edit
Editor: Dan Lee
Executive producer: Daniel Fry
VFX Sup: Eugene Richards
Sound & Music: Sonar
Sound designer: Timothy Bridge
Composer: Antony Partos