Effies
Australia
How reviving its original purpose reversed 8 years of decline for NRMA Insurance
Agency
The Monkeys - Part of Accenture Song
Client
NRMA Insurance
Awards
Gold
Financial Services
Silver
Brand Value
Silver
Insight & Strategic Thinking
Case Study
Summary
When it comes to reviving your brand, its original purpose can be easily overlooked. This is an important reminder that sometimes it’s best to go back to your roots, and that exceptional value can be unlocked by reinterpreting what made your brand great to begin with.
By embodying Australia’s national spirit of ‘Help’, NRMA Insurance reversed 8-years of declining customer numbers and reached XXXX customers for the first time since April 2014, despite a growing price premium.
‘Help’ achieved the impossible, delivering incremental customer growth of XXXX with a projected incremental profit of XXXX and an ROI of 287%.
Case study
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Credits
| Author/Planner | Henry Bilson | ||||||||
| Author/Head of Planning | Michael Hogg | ||||||||
| Author/Executive Planning Director | Fabio Buresti | ||||||||
| Chief Marketing Officer | Brent Smart | Insurance Australia Group | |||||||
| Marketing Director | Sally Kiernan | Insurance Australia Group |
Category Sponsors
Brand Value
