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NRMA Insurance
How reviving its original purpose reversed 8 years of decline for NRMA Insurance

RAN IN: Australia

CLIENT
IAG

Brent Smart, Chief Marketing Officer
Sally Kiernan, Marketing Director

AGENCY
The Monkeys *Lead Agency

Henry Bilson, Planner
Michael Hogg, Head of Planning
Fabio Buresti, Executive Planning Director


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 customers for the first time since April 2014, despite a growing price premium. 

CASE STUDY

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Additional Materials:

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Language: English