NRMA Insurance: 350% more efficient with just 28% of the budget - experience makes the difference

NRMA Insurance, the Australian motor and home insurer, needed to revive its communications and to find a more efficient way of generating call volumes from potential customers.

NRMA Insurance: 350% more efficient with just 28% of the budget - experience makes the difference

Agency: Whybin\TBWA\Tequila

Advertiser: NRMA Insurance

Author: Hristos Varouhas

Total Campaign Expenditure: $2-5 million

STRATEGIC COMMUNICATIONS CHALLENGE

Hindsight is wonderful thing - telling consumers not to worry isn't what an insurer should be doing.

For two years NRMA Insurance had invested in the brand positioning campaign ‘Unworry’. Despite the investment, it wasn't delivering the desired business results - i.e. call volumes at a cost efficient rate.

As such NRMA Insurance asked its new agency the question: “Should the ‘Unworry’ positioning continue...

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