NRMA Insurance redefines the industry with inspiring new experiences

Inspiring new experiences and shaking up the category

For almost 100 years, NRMA Insurance has delivered its unique brand of ‘Help’ to Australians, becoming their most trusted insurance brand. Last year alone, they responded to more than 1.5 million calls for help and travelled 5.3 million kilometres to serve customers. But as the market’s premium offering, NRMA Insurance faced increasing consumer price sensitivity driven by a cost-of-living crisis. To maintain the brand’s leadership position and drive an end-to-end customer experience, they turned to Accenture Song to differentiate NRMA Insurance and transcend the category.

A unique partnership

NRMA Insurance partnered with Accenture Song to address their challenge with an integrated solution across marketing, customer experience, digital and design, all aimed at driving sustainable growth.

Vision-driven business transformation

NRMA Insurance has always stood for ‘Help.’ The team saw an opportunity to double down on that in a more meaningful way. The solution made ‘Help’ not just the brand’s DNA, but its whole business: redefining NRMA Insurance from an insurance company that helps to “A Help Company” that offers insurance.

Most importantly, the idea has become a yardstick by which the organization makes decisions, asking the singular question: “What would A Help Company do?”

Transforming the vision into action

We kicked off by establishing a visual identity that meets AAA accessibility guidelines, with a font which supports all major languages including Aboriginal and Torres Strait Islander.

The team designed a series of new experiences, such as a Policy Snapshot to provide helpful information about customers’ policies and exploring new technology to help them identify potential issues with their roof.

This activity was supported by additional helpful service offerings, such as employee training to offer empathetic crisis support to those affected by natural disasters.

NRMA Insurance partnered with Australian Red Cross, South Australian State Emergency Service (SES) and Lifeline Australia on Help Nation: an initiative to proactively educate communities about how to prepare for extreme weather and know their local risks. To date, the initiative has encouraged more than 400,000 preparedness actions by individuals.

All this activity was brought to life through a national advertising campaign within a broadcast partnership with the Paris 2024 Olympic and Paralympic Games that posed the question to all Australians: “What would A Help Company do?” The campaign prompted a rethink of what is expected of an insurer, ultimately positioning NRMA Insurance in a category of its own, above and beyond insurance.

Shaping the future of Help

A Help Company’s single-minded clarity is giving customers confidence in the brand, with customers citing the campaign as a factor in their decision to join the brand.

As NRMA Insurance enters its centenary, together we will continue to develop differentiating customer experiences including the first major product release beyond insurance: home loans. And use our scale to tackle the challenges facing Australian customers, communities – and ultimately the country.