NRMA Home Insurance: Every Home Is Worth Protecting

NRMA, a home insurance brand, launched its platform Every Home is Worth Protecting in Australia, with a pledge to plant a tree for every insurance policy sold.

Campaign Details

Brand: NRMA Home InsuranceAdvertiser: NRMA Home InsuranceAgency: The Monkeys Country: Australia

Campaign objectives & challenges

STRATEGIC CHALLENGE: Reverse NRMA Insurance's long-term decline in home insurance – in the face of increasing consumer scepticism and apathy, legacy perceptions as a car insurance specialist, a relative under-investment, lack of brand distinctiveness and the growing dominance of value-players, all while commanding a price premium.

PRICE DRIVEN CONSUMERS: Price had become the biggest driver of category switching1, fueled by aggressive value-player 'Budget Direct', offering policies ∼35% cheaper than NRMA.

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