NRMA Insurance: Every home is worth protecting

NRMA Insurance needed to reverse declining home insurance sales and shares in Australia as a premium-priced product in a value-driven category.

Campaign details

Brand: NRMA InsuranceBrand owner: Insurance Australia GroupEntrant company: The Monkeys, SydneyMarket: AustraliaSector: InsuranceMedia channels: Outdoor, out-of-home, Radio & audio, Television, Voice, chatbots, Websites & micrositesBudget: 5 - 10 million

Executive summary

'Koala' broke all records on the way to becoming NRMA Insurance's most successful home insurance campaign ever. From September 2019 to December 2020 it delivered 10,912 incremental policies (double sales target), and incremental profit of $27.53m with an ROI of 4.32:1.

The campaign's inspirational message 'Every Home Is Worth Protecting' was built on distinctive...

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