nrma queensland

Before we created this campaign, the insurance market in Queensland was dominated by RACQ. To relaunch NRMA, we had to overcome the consumer perceptions that it was only a 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.

It all started when we heard that Queenslanders found the acronym hard to pronounce. So, for the launch, we re-positioned NRMA as NORMA (yes, some people actually pronounced it this way). This became the springboard for a cheeky 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,