Case History Database

With 38% of Australian households uninsured, we needed a radically new approach born from a rich understanding of people’s apathy – one that would get Australians to see the value in protecting their homes with insurance. This is the story about NRMA Insurance finding its own distinctive voice in a value-obsessed category by championing the plight of our most vulnerable Australians - our iconic Koalas – and as a result, rising above the category comedy show, snapping people out of their home insurance apathy. ‘Koala’ broke all records, becoming NRMA Insurance’s most successful home insurance campaign ever.