Effies
Australia
A Help Company: How NRMA Insurance Made Help Its Whole Business
Agency
Droga5 Australia (part of Accenture Song)
Client
IAG Group's NRMA Insurance
Awards
Bronze
Insight and Strategic Thinking - campaigns over $2 million
Finalist
Financial Services and Insurance
Finalist
Most Original Thinking
Summary
Building on its successful "Help" campaign, NRMA Insurance prepared for its centenary by reframing itself as "A Help Company." This idea drove a national rebrand with a new identity, simplified digital experience, and community projects. The launch campaign, anchored in a major media partnership, asked "What would A Help Company do?", imprinting the brand on the national consciousness. This strategic move successfully grew relevance, trust, and consideration nationwide, proving the business-shaping role of marketing and laying the foundation for the brand's next century.
Case study
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Credits
| Julie Batch | CEO | NRMA Insurance |
| Michelle Klein | Chief Customer & Marketing Officer | NRMA Insurance |
| Sally Kiernan | Executive Manager, Marketing, Brand and GTM Strategy | NRMA Insurance |
| Mark Echo | Executive Manager, Channel, Performance Marketing and Measurement | NRMA Insurance |
| George Exikanas | Executive Manager, Marketing Growth and Vector Strategy | NRMA Insurance |
| Luke Farrell | Executive Manager, Business Enablement and Operational Effectiveness | NRMA Insurance |
| Elif Ketencioglu | Executive Manager, CXM Research & Measurement | NRMA Insurance |
| Mahsa Merat | Principal, Brand Communications and Creative Execution | NRMA Insurance |
| Esther Horsley | Principal, Brand Communications and Creative Execution | NRMA Insurance |
| David Droga | Global CEO | Accenture Song |
| Mark Green | Global CEO | Accenture Song |
| Nick Law | Creative Chair | Accenture Song |
| Neil Heymann | Global CCO | Accenture Song |
| Matt Michael | CEO ANZ | Accenture Song |
| Barbara Humphries | Co-Chief Creative Officer ANZ | Accenture Song |
| Tara Ford | Chief Creative Officer London | Accenture Song |
| Cameron Bell | Creative Director ANZ | Accenture Song |
| Sam Dickson | Creative Director ANZ | Accenture Song |
| Ewan Harvey | Creative Team ANZ | Accenture Song |
| Aïcha Wijland | Creative Team ANZ | Accenture Song |
| Kezia Quinn | General Manager ANZ | Accenture Song |
| Samar Karim | Business Management ANZ | Accenture Song |
| Tim Wilson Brown | Strategy Director ANZ | Accenture Song |
| Penny Brown | Head of Production ANZ | Accenture Song |
| Simone O’Connor | Senior Producer ANZ | Accenture Song |
| Tamara Wohl | Digital Producer ANZ | Accenture Song |
| Thomas Dodd | Chief Strategy Officer | Initiative |
| Jo McAlister | Chief Executive Officer | Initiative |