NRMA gets Human to spread loyalty message
Sydney agency Human has lauched a new campaign for NRMA Insurance (NSW), SGIC (SA) and SGIO (WA). The campaign is themed around loyalty, highlighting the fact that unlike most insurers, NRMA Insurance, SGIC and SGIO Insurance offer a discount based on the customer’s years of insurance.
The lead medium is TV, with the new TVC launching this Sunday 16th May.
VIEW THE COMMERCIAL:
The TV campaign features real life couple ‘Vic’ (90) & ‘Doreen’ (87) who were discovered after an extensive search for Australia’smost loyal couple. They first met at a fish & chip shop when shewas 14 and he was 16 – and 70 years on, they’re more in love than ever. ‘Vic’ helps ‘Doreen’ with all the work around the house including thevacuuming and each Friday when ‘Doreen’ gets her hair done he goes for awalk while he waits for her. ‘Doreen’ says there are plenty of women inline who want him when she doesn’t want him anymore, but she says shewouldn’t change a thing.
· Support media channels: online, outdoor (street furniture), press, and radio
· A “switch & win” sales promotion will run in NSW/ACT NRMA officesfrom 19 May. Customers taking out new policies in-store have the chanceto win a $50 cash card and enter the major prize draw.
Creative agency: human
Digital Agency: Mark
Media Agency: Carat
Sales & Promotion Agency: Apollo Marketing
Director: Ben Lawrence
Production House: Caravan @ The Feds
Producer: Rebecca Bennett
15 Comments
I was hoping there’d be a funny twist, but no. Very boring, earnest, middle of the road advertising. Sure, NRMA shouldn’t be out-there silly for all the obvious reasons, but this is just lazy, uninteresting wallpaper. I worked at Saatchi’s when the account was there, and at least we made an effort.
Yeah cos ALL advertising should have a funny twist at the end right? An obligatory “tee-hee” at the end of every ad is essential in your book eh Mr “I worked at Saatchi’s”? I assume you now work in the Knobs and Knockers department at Bunnings?
People who think saying “I worked at Saatchi’s” gives them cred is what’s wrong with advertising, not what’s good about it.
I too worked at Saatchi’s when they had the account AND I’ve worked at Human (briefly) and I reckon it’s great – got an idea in it, brings a smile, appropriate for the audience, makes its point, not wallpaperish, not ‘insurancy’, reminds me of my girlfriend. Very human.
12:00PM, the problem with this sort of advertising is that like so much if its mainstream ilk, it’s ‘nice’.
And I just hate ‘nice’.
As to the rest of your sneering comment, do you feel bigger now?
12:23, I did not mention my experience at Saatchis to seek status, merely to point out that I once worked on the business. However you’re obviously an industry pundit, so I’ll defer to your towering intellect and wisdom.
Paul @ 12:30, there might be a glimmer of an idea in the strategy, but it’s hardly a breakthrough and as for the execution…
I like this spot. My mum and dada will like this spot. One of the reasons Saatchi’s isn’t growing is exactly because they’re incapable of making nice, simple, not too tricky spots like this.
Real life old couples and loyalty…
http://www.bestadsontv.com/ad_details.php?id=9787
2:29 You’re an idiot. There, now I feel bigger!
PS I am not an industry pundit. I work at Bunnings in the “Go fuck yourself” Dept. Hurry offer ends soon.
Wow, 2:29 actually makes some valid points.
If you guys are going to attack him, you might throw in a few valid points of your own.
My point is that it’s just another interview style ad that rips off ‘When Harry met Sally’.
I’m sure your Mum and Dad like that movie too.
But that movie is more than 15 years old and it’s already been copied dozens of times around the world.
I think the point 2:29 is making is that you should least make an attempt to add something extra to the idea.
I think it’s a nice spot. It engaged when I saw it last night and made me smile. As for 2.29s thoughts – I don’t think it needs a gag to be emotive. It made its connection and drove home the loyalty offer – job done.
As for the When Harry Met Sally style of ad, I see that. But then aren’t all interviews with couples inherently just a variation on this? Besides when the people are the story, why attempt to add something extra to the idea if it only dilutes the message?
Nice job human. It’s not gonna change the world, but I bet it gets people connecting with the brand.
Yes David I agree with you.
All the ads that have copied the interview style of when Harry Met Sally over the last 15 years are indeed variations of the original idea.
This is the latest in that long line.
Once again the point is that as creative people you should feel obliged to add at least some kind of originality the idea you are copying – no matter how apt you think the original idea is to your brief.
12:29 says “I did not mention my experience at Saatchi’s to seek status”. Can anyone remember the last time it did?
When 12:29 worked there a decade ago, it actually was a feather in your cap.
2.29… What you didn’t realise is that your comments are the funny twist. I found it quite humorous that you can so perfectly stereotype the advertising wanker… and not even realise that you are coming across a complete and utter moron. I’d love to see your creative on an ad for road safety… I’m sure your funny twist would go down well there. Oh… and I am sure you are exactly the target market for the ad. I’ve heard NRMA are upset that their plans to focus their marketing on twats such as yourself has failed so dismally. Maybe it is you that needs to go back to AWARD school so you can learn about creative that meet the brief. Thanks for your comments though… I needed a laugh
I just simply love this ad, I still remembered it after all these years =)