NRMA INSURANCE: EVERY HOME IS WORTH PROTECTING

TitleNRMA INSURANCE: EVERY HOME IS WORTH PROTECTING
BrandNRMA
Product / ServiceINSURANCE
CategoryA06. Consumer Services / Business to Business
EntrantTHINKERBELL Melbourne, AUSTRALIA
Idea Creation THINKERBELL Melbourne, AUSTRALIA
Idea Creation 2 THE MONKEYS, PART OF ACCENTURE INTERACTIVE Sydney, AUSTRALIA
PR THINKERBELL Melbourne, AUSTRALIA

Credits

Name Company Position
Adam Ferrier Thinkerbell Chief Thinker
Jim Ingram Thinkerbell Chief Creative Tinker
Catherine King Thinkerbell Head Thinker
Joshua Green Thinkerbell Thinker
Georgie Cavanagh Thinkerbell Lead Thinker
Brent Smart IAG Chief Marketing Officer
Zara Curtis IAG Director of Content and Customer Engagement
Sally Kiernan IAG Marketing Director, Brand
Elizabeth Stokes IAG Creative & Innovation Lead
Danielle Picker IAG Creative & Innovation Specialist
Simeon Bartholomew IAG Content Development Lead
Gerry Avalos IAG Social Media Lead
Keira McKintosh IAG Integrated Content Producer

Why is this work relevant for PR?

NRMA Insurance launched a new TVC featuring a boy who helps return a koala to bushland after its home was destroyed. Tasked to leverage the TV spot, we made a celebrity out of the star - the koala, not the boy. We positioned Arlo the koala as Australia’s highest paid debut actor. This approach propelled Arlo (and NRMA Insurance) to front page news in Australia (on two seperate mastheads), accumulated 365 direct brand mentions across TV, radio, press, online and social media and generated a global earned reach of 21.4mil. Not bad, for a debut actor.

Background

In a category notoriously devoid of empathy, NRMA Insurance wants to embody Australia’s spirit of help. Although the message of Help was resonating, the brand faced challenges with the importance of home insurance. The “Every Home is Worth Protecting” campaign aimed to address this and its face was one of Australia’s most vulnerable citizens - koalas. The brief was to generate earned media coverage for an existing TVC featuring a koala and the role that NRMA Insurance was playing in protecting koala homes, with a benchmark reach target of 10M.

Describe the creative idea (20% of vote)

The idea was to position Arlo as the highest paid debut actor in Australia, verified with industry authorities TalentPay and 2Divas. We then donated Arlos ‘talent fee’ to Conservation Volunteers Australia, an organisation committed to restoring the homes of koalas around Australia. We engaged Jarred Schenk, CEO of Wildlife HQ and Arlo’s handler, to act as a media spokesperson, taking Arlo on a three-day media interview schedule,visiting a range of publishing houses. To support this, a partnership with Conservation Volunteers Australia was created as well as an Australian first partnership with The Lion’s Share; and we recommended NRMA Insurance link the campaign back to its business and it did, planting a tree for every home policy purchased. Arlo donated his fee to Conservation Volunteers Australia to protect more koala homes like his, which united all elements of the campaign together.

Describe the PR strategy (30% of vote)

Thorough research was conducted at the outset of the project to better understand the plight of koalas; Australian attitudes towards the environment and climate change; and the broader discourse that koala conservation is linked to, particularly in light of the results of the recent national election and its focus on climate change and our environment. Instead of focusing the campaign on the environment or climate change, the PR campaign would aim to make the koala that starred in the TV ad a loveable rockstar. We wanted to hero Arlo the koala and ensure people fell in love with him to land the message. We engaged Jarred Schenk, CEO of Wildlife HQ and Arlo’s handler, to act as a media spokesperson, taking Arlo on a three-day media interview schedule,visiting a range of publishing houses.

Describe the PR execution (20% of vote)

The idea was that Arlo would become famous as the highest paid debut actor in Australian history. This was verified with industry authorities TalentPay and 2Divas. We reviewed the IAG Climate Action Plan and recommended a range of partnerships and initiatives that would safeguard the reputation of the brand and make the campaign genuinely impactful. A partnership with Conservation Volunteers Australia was created as well as a partnership with The Lion’s Share; and we recommended NRMA Insurance link the campaign back to its business and it did, planting a tree for every home policy purchased. Arlo donated his fee to Conservation Volunteers Australia to protect more koala homes like his, which united all elements of the campaign together.

List the results (30% of vote)

The campaign generated 21.4m earned global reach, smashing an ambitious target of 10m. ● Front-page press coverage, twice (Daily Telegraph and The Courier Mail) ● 68 pieces of news coverage ● 365 direct brand mentions across TV, radio, press, online and social media ● The NRMA Insurance Port Macquarie Koala Hospital post is in the top 10 branded content posts in Australia on Instagram People knew the campaign was for NRMA Insurance with: ● 100% of the coverage was positive-neutral in sentiment ● 97% mentioned NRMA Insurance Instagram ● Reach: 866,200 and over 1,100 comments Twitter ● Engagement rate: 4.4% (triple industry standards) and 1,200 retweets Facebook ● Reach: 2.7m, 6K shares and 22.9m impressions At a brand level, consumers have engaged positively with the emotional messaging platform, uplifting overall brand metrics on ‘help’ and ‘understanding’.

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