Effies
Australia
How commitment to brand building drove one of the markets greatest comebacks
Agency
The Monkeys - Part of Accenture Song
Client
NRMA Insurance
Awards
Gold
Long Term Effects
Summary
This is the story of transforming NRMA Insurance into Australia's strongest brand - from a ranking of increase in brand value to the business. Through an unwavering commitment to brand-building, the reinvention of 'HELP' and a potent mix of emotionally-charged creative work, we defied the category comedy show, an onslaught of cheap challenger brands and a once-in-a-century pandemic. 'HELP' generated over,. incremental profit, at an ROI-leading NRMA Insurance to be crowned the world's most effective financial services brand.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
| Scott Nowell | Co-founder & Group Chief Creative Officer | |
| Mark Green | Co-founder & Group CEO | |
| Fabio Buresti | Author/Partner & Group Strategy Director | |
| Matthew Michael | Managing Director | |
| Jake Rusznyak | Creative Director | |
| Dennis Koutoulogenis | Creative Director | |
| Hugh Munro | Author/Head of Planning | |
| Joseph Harris | Senior Planner | |
| Katie Wong Hee | Senior Content Director | |
| Sophie Finckh | Content Executive | |
| Brent Smart | Chief Marketing Officer | NRMA |
| Sally Kiernan | NRMA Marketing Director | NRMA |
| Elizabeth Stokes | Creative Lead | NRMA |
Category Sponsors
YouTube
