NRMA Insurance - Queensland
Insurance in Queensland was dominated by RACQ. To re-launch NRMA and to leverage their sponsorship of the Broncos NRL team we created a campaign that shifted consumer perceptions of NRMA as a NSW brand and put NRMA firmly on the QLD map. Using the insight that people found the acronym hard to pronounce we re-positioned NRMA as NORMA. This became the springboard for a campaign that poked fun at the footballers, lifted sales by 40% and raised brand awareness by 60%.
NRMA Queensland
Before we created this campaign in 2005, the insurance landscape in Queensland was dominated by RACQ. To re-launch NRMA, and to leverage their sponsorship of the Broncos NRL team, we created a campaign that shifted the consumer perceptions of NRMA as being NSW brand and put NRMA firmly on the QLD map.
Using the insight that people found the acronym hard to pronounce, we re-positioned NRMA as NORMA (yes, some poeple actually pronounced it this way!). This became the springboard for a campaign that poked fun at the footballers, lifted sales by 40% and raised brand awareness by 60%.
Before we created this campaign in 2005, the insurance landscape in Queensland was dominated by RACQ. To re-launch NRMA, and to leverage their sponsorship of the Broncos NRL team, we created a campaign that shifted the consumer perceptions of NRMA as being NSW brand and put NRMA firmly on the QLD map.
Using the insight that people found the acronym hard to pronounce, we re-positioned NRMA as NORMA (yes, some poeple actually pronounced it this way!). This became the springboard for a campaign that poked fun at the footballers, lifted sales by 40% and raised brand awareness by 60%.
A specially designed boot to help the Broncos footballer when playing in cold climates