Before we created this campaign, the insurance market in Queensland was dominated by RACQ. To re-launch NRMA in that market we had to overcome the consumer perceptions of the organisation being a purely NSW brand. Leveraging their sponsorship of the Broncos NRL team, we created a campaign that resonated with Queenslanders and put NRMA firmly on the map.
Using the insight that people found the acronym hard to pronounce, we re-positioned NRMA as NORMA (yes, some people in Queensland actually pronounced it this way). This became the springboard for a campaign that poked fun at the footballers (who embraced the idea), lifted sales by 40% and raised brand awareness by 60%.
We even created a special boot so the players’ feet don’t get too cold when playing in Melbourne,