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 given it wasn't delivering the results required but was less than two years old?” (source: client brief).

To answer this tough strategic challenge, in as objective a manner as possible, the agency poured through over 500 pages of client research and, conducted its own desk and qualitative research -in-depths and groups.