NRMA Unveils Ad Strategy For Cricket Sponsorship Via Thinkerbell & Initiative

NRMA Unveils Ad Strategy For Cricket Sponsorship Via Thinkerbell & Initiative

The first match in the NRMA Insurance Men’s Test Series will get underway this week as part of the newly announced platinum partnership between Cricket Australia and NRMA Insurance.

NRMA Insurance’s partnership with Cricket Australia is underpinned by an ambition to support the continued growth of Australian cricket by celebrating the network of helpers nationwide that make the game of cricket possible, and hopefully inspire others to help too.

From day one, NRMA Insurance will be delivering on its brand promise of Help, from sponsoring the rain cover tarp, scoreboard, drones, and player of the match, to creating new and exciting ways to help the cricket community across the country.

As part of the partnership, NRMA Insurance and Initiative are working closely with 7Cricket to develop a range of brand new on-air features in partnership with Quidich Innovation Labs – who specialise in drones with virtual capabilities – to provide never-before-seen camera angles for cricket fans this summer.

Initiative and Mediabrands Content Studio identified and brokered this partnership that will see NRMA Insurance and Cricket Australia join forces in a display of media and creative executions.

As part of the agency village, Thinkerbell has developed the overarching brand strategy and creative look and feel for the four year partnership, and will also facilitate earned media activity.

Sally Kiernan, marketing director, NRMA Insurance: “There are over 220,000 ocial volunteers and many more helpers who make cricket happen from grassroots cricket up to the top level. NRMA Insurance has been helping Australians for more than 95 years and through this partnership we are looking forward to celebrating the helpers of cricket nationwide, as we deliver on our brand promise of Help.

“With the help of our agency partners, Initiative, Mediabrands Content Studio, Thinkerbell, The Tuesday Club and internal agency Co.Lab, we’ve created some really compelling media and creative executions to bring the partnership to life for all the cricket fans around the country.

Chris Colter, chief strategy officer at Initiative said: “To have the naming rights of the nation’s most iconic sport available, the same time NRMA Insurance scaled their brand nationally, was an opportunity too good to pass up. We are thrilled to have brought these two icons together, in partnership with Thinkerbell, who have helped us develop an equally iconic campaign full of never-before-seen media executions to ensure we’re unmissable across summer.”


Client – NRMA Insurance


Zara Curtis – Chief Marketing Ocer – Acting
Sally Kiernan – Marketing Director, Brand, Media & Growth
Luke Farrell – Executive Manager, Marketing Operations
Anna Jackson – Executive Manager, Brand Strategy and Creative Execution – Acting George Exikanas – Executive Manager, Marketing
Tom Dodd – Media Lead
Ben Cleary – Manager, Performance Marketing
Rae Metlitzky – Manager, Content & Editorial
Brodie Cooper – Brand Marketing Lead
Jess Yorke – Social Media & Content Specialist
Jay Patel – Integrated Comms Specialist
Bronny Sivell – Media Specialist
Nicole Schulz – Principal, Brand and Content

Client Partner – Cricket Australia
Creative Agency – Thinkerbell & The Tuesday Club
Media Agency – Initiative
Activations & Sponsorship Agency – Mediabrands Content Studio Content Studios – Co.Lab

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