Origins of the brief
NRMA Insurance's purpose - To make your world a safer place- is an organising mandate which drives everyone in the company to reach beyond their category's traditional role of 'protection' to 'prevention'. It sets the brand apart and underpins its position as category leader. In the lines of people queuing outside Bunnings during 2020, the marketing team saw an opportunity to make further progress in the brand's mission. They briefed the agency to find a way to redirect the mass DIY efforts towards the steps that are proven to make people and their homes...