NRMA Insurance
Case Study
The ambitious Help Our Highway campaign united Queenslanders around a critical issue, establishing NRMA Insurance as a trusted local advocate while helping to secure Australia's largest-ever road safety investment.
2X
Unaided brand awareness among drivers in market N12M (DIM)
6% Control (C) vs 11% Exposed (E)
+35%
Preference DIM
(20% C vs 27% C)
+47%
Favourability 17-39s
(36% C vs 53% E)
+13%
Purchase intent
17-39s (38% C vs 43%E)
+35%
"Understands the needs of Queensland drivers"
(23% C Vs 31%E)
$7.2B
Historic bipartisan government commitment for highway upgrade
The Challenge
NRMA Insurance had an awareness and consideration challenge in Queensland despite significant marketing investment. Meanwhile, the Bruce Highway, a vital transport corridor spanning the state, had claimed 134 lives in four years, becoming a state-wide concern affecting local communities, commerce and tourism.
The Insight
Reaching 9 out of 10 Queenslanders via its mastheads, News Australia identified the highway's condition as a unifying community concern. This aligned perfectly with NRMA Insurance's brand promise of 'Help' and created an opportunity to demonstrate authentic local relevance in a meaningful way.
The Idea
A powerful advocacy campaign led by The Courier-Mail and Queensland regional mastheads. Launched with a coordinated statewide editorial front-cover blitz, the campaign incorporated NRMA Insurance's claims data showing a 48% increase in highway incidents. Eye-catching creative formats including an Open Letter to all Queenslanders maintained momentum while amplifying their voices for urgent action.
In just three months, the campaign delivered what would typically take a year of traditional marketing. By championing this critical issue, NRMA Insurance transformed from market outsider to trusted community advocate, driving significant uplift in brand metrics while helping to secure historic funding commitments that will save Queensland lives.
Products used:
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Exclusive Editorial
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Advertorials
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Digital Takeover
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Platinum Cover Wraps
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Social Amplification
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Premium Branded Articles
Societal & Brand Impact:
$467M
​Federal budget commitment
$7.2B
Historic bipartisan investment
Exclusive Editorial, Advertorials and Premium Editorial:
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Digital Takeover and Social Amplification:
The campaign doubled Spontaneous Awareness among drivers who are in market for insurance in the next 12 months and achieved lifts in perception across key audience groups.
2X
Unaided brand awareness among drivers in market N12M (DIM)
6% Control (C) vs 11% Exposed (E)
+47%
Favourability 17-39s
(36% C vs 53% E)
+35%
"Understands the needs of Queensland drivers" (23% C Vs 31%E)
+35%
Preference DIM
(20% C vs 27% C)
+13%
Purchase intent
17-39s (38% C vs 43%E)
$7.2B
Historic bipartisan government commitment for highway upgrade
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