Insurance Australia Group: Crashed car showroom
Whybin\TBWA Group Sydney
What were the objectives for the creative work?
As Australia's largest insurer, awareness wasn't an issue for NRMA Insurance. Four out of five people (83%) knew the brand (some 20% more than its key competitors) and 64% Actively Considered it1. Its key communication challenge remained 'how to differentiate meaningfully' in order to justify its premium pricing (on average 8–18% more expensive than competitors')2.
- If done well, research showed that 81% were willing to pay more for a reputable company 3.
In 2013, NRMA Insurance made...