NRMA (National Roads and Motorists Association) Insurance is one of Australia’s most iconic brands.
However, despite having ‘national’ in its name, until recently they only existed in two-states. In 2022 this changed with NRMA Insurance expanding to become a nationwide brand.
This was the biggest change in its’ century long history and required a media vehicle to rapidly establish brand awareness and cultural appreciation of their mission to become Australia’s most helpful insurer.
Enter Cricket. Australia’s most loved and watched sport. Going beyond the boundary of a media agency, we helped NRMA Insurance become naming rights sponsor of Australia’s Test Cricket team, the most culturally recognised and revered ambassadors in the country.
A major partnership with a purpose to support ambitious growth targets:
Awareness:
• 30% Naming Sponsorship Awareness
• 20% TV Insurance Share of Voice.
Affinity:
• +10% association with ‘HELP’.
• +3% in non-customer consideration.
Action:
• 5% website visitation.
• 5% policy growth.
