Insurance Australia Group: Crashed car showroom

This case study describes how the Insurance Australia Group's brand NRMA Insurance differentiated its cover from its competitors.

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...

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