Seen+Noted: NRMA Insurance launches second instalment of ‘Until Then’ campaign
NRMA Insurance has released the second instalment of its ‘Until Then’ campaign via Bear Meets Eagle On Fire. The integrated campaign – spanning TV, cinema, radio, social and OOH – builds off the brand platform launched last year, and continues to add fresh meaning and resonance to ‘HELP’ by defining it as a promise to be there for whatever goes wrong.
The idea, ‘Until Then… we’ll be here to help’, imagines a world where insurance isn’t needed and where mishaps and accidents prevent themselves from ever happening. However, until that world exists, we all need some help when things in life go awry.
BMEOF was also tasked with bringing the thinking through the funnel and creating a wider suite of work from brand through to product.
Directed by Steve Rogers at Revolver, the film, Hailstorm, tells the story of a little car who seeks shelter from an incoming storm all on its own, ultimately avoiding any damage.
The OOH speaks to a range of everyday mishaps that can go wrong in life, which NRMA Insurance will be there to help customers with. In social and radio, the campaign elaborates on some of the initiatives NRMA Insurance is involved in to help with community preparedness for extreme weather.
A suite of visually stunning brand idents, created in partnership with UK director and photographer Dan Tobin-Smith and Time Based Arts, expands on the brand mnemonic, to show what sits behind the promise of ‘HELP’. The idents will be used as part of a range of media activities, including NRMA Insurance’s sponsorship of the weather on Channel Nine.
An integrated product campaign – ‘We’ll help’ – produced in partnership with BUCK, runs alongside the brand work to show how NRMA Insurance delivers on the promise of Help through a range of product propositions.
Says Zara Curtis, executive manager customer experience, brand and social impact, NRMA Insurance: “This latest Until Then spot Hailstorm is timely for our customers in the face of changing and more frequent weather events. And with a creative system designed to work across the marketing funnel to meet our key business objectives.”
Says Micah Walker, chief creative officer and founder of BMEOF: “It’s great being able to continue to build on a brand platform we’re proud of.
“This time around, we’ve been given the chance to run our thinking a bit deeper through product and retail, and the brand idents we’ve created with Dan are also a lovely addition to the story.”
Client: IAG for NRMA Insurance
Chief Customer & Marketing Officer: Michelle Klein
Executive Manager Customer Experience, Brand & Social Impact: Zara Curtis
Principal, Brand and Creative Strategy: Jess Page
Principal, Brand Communications and Creative Execution: Mahsa Merat
Specialist, Brand Communications and Creative Execution: Catherine Verge
Manager, Media, Comms Planning and Performance Marketing: Mark Echo
Creative Studio: Bear Meets Eagle On Fire
Media: Initiative
Film Production Company: Revolver
Director: Steve Rogers
Managing Director/Co-owner: Michael Ritchie
Executive Producer/ Partner: Pip Smart
Producer: Caroline Kruck
DOP: Germain McMicking
Production Designer: Steven Jones-Evans
Edit: The Editors
Editor: Alexandre de Franceschi
Post Production: Alt VFX
VFX Supervisor: Jay Hawkins
Senior Producer: Celeste Fairlie
CG Supervisor: Jordan McInnes
Head of Lighting: Jamie White
FX Artists: Nick Angus & Cooper Johnstone
Compositing Lead: Tom Clapp
Colourist: Trish Cahill
Online: Josh Kell
Sound/Music: Rumble Studios
Executive Producer: Michael Gie
Lead Sound Designer: Tone Aston
Sound Designers: Cam Milne, Dan William
Composer: Jeremy Richmond
Brand Idents
Director: Dan Tobin-Smith
Post Production:
Time Based Arts
Product Campaign
3D and animation: BUCK
Executive Creative Director: Gareth O’Brien
Executive Producer: Erica Ford
Creative Director: Lucas Brooking
Senior Producer: Jordan Howes
3D Supervisor: Elijah Akouri
3D Lead: Tim Krakowiak
2D Lead: Kane Rowlingson
OOH
Retouching: Electric Art