NRMA Motoring & Services enlists Tim Ross to launch ‘NRMAit!’ campaign via TCO and Eardrum
NRMA Motoring & Services has enlisted comedian/broadcaster funny man Tim Ross to front their latest campaign in an effort to promote the benefits of NRMA Membership.
The integrated campaign – a collaboration between engagement agency TCO, specialist radio agency Eardrum and NRMA – sees Radio, Digital and Social channels working together to encourage Members to ‘NRMA it!’ for all their motoring needs & advice.
The radio campaign includes a series of 60 second advertorial style features in which Rosso ‘road-tests’ some NRMA products and services for himself.
VIEW THE NRMA SPOTS
The online content, directed by TCO’s Toby Morris, sees Rosso appear infour different everyday guises Hipster, Geek, Tradie and Business Rosso- each one facing a different relatable motoring dilemma that theviewer can play out usingYouTube annotations.
Members and non-members are encouraged to visit the company’s Facebook page and ‘NRMAit!’ for any of their motoring queries.
Says NRMA’s brand manager Paul Ibsen: “We’re excited about creatingengaging content for our Members and communicating the benefits ofbeing an NRMA Member.”
TCO managing partner Tom Phillips says “We wanted to develop a campaignthat could house multiple iterations given the broad breadth of NRMA’smotoring products & services.”
Adds Eardrum founding creative director Ralph van Dijk: “Once we castTim, everything fell in to place with the radio ads sounding more likestation programming and the online content having that all importantceleb factor. The campaign maximizes the push of radio with the pull ofonline to demonstrate NRMA’s relevance to its Members.”
NRMA Motoring & Services provides a range of services for Membersand the community, including their legendary roadside assistance and adiverse range of motoring products and services, travel and lifestylebenefits.
15 Comments
It’ll be interesting to see the reactions here…
It was great working with TCO, Eardrum and Naked > great stuff guys.
Cheers
Steven B.
Here is a reaction – this is shit.
NRMA has a history of great radio, stretching back to the Happy Joe and Wallace days.
This stuff is appalling in comparison.
It’s an ok effort, but is it really right for a company like this? I really can’t see people sharing how great their insurance company is on facebook. Some brands should just stick to creating traditional ads to communicate their benefits. Social and content creation isn’t the be-all-and-end-all. That said, let’s see the results it generates.
The radio ads sound like radio ads, not content…
Not Rosso’s best work either.
Six months of hard work and the Rosso characters are unleashed, nice work Eardrum, Toby and the TCO crew, and thanks for the support Steven B.
i read the article and took this to believe that they are promoting their motoring products and services.. not insurance
Hipster Rosso = Rob Beamish
Perhaps social marketing was a good strategy. That will be proven in its efficacy. However the comedy, idea, performance, scripts are sadly trite, cliched and ultimately without a morsel of originality. Bad. Good strategy is not inversely proportional to shit creative. 1 out of 10.
Why would you make your customers visit a facebook page to gets answers and force them to engage.
Oh dear. How far can a brand that used to make a real effort fall?
Some of us are old enough to remember when NRMA did good, intelligent, witty advertising.
Yeah nice scripts, interesting idea.
Will be following this to see how much attention it gets.
loveit
I’ve made a complaint todayto the Advertising Standards Bureau about the line used by Rosso in the NRMA ad I heard on Mix 106 FM this morning ie: “a used car is like entering a relationship . You don’t know whether it’s going to be high maintenance and end up going through all your money” (or words to the effect) WTF?? This is 2011. What a neanderthal view, ie: inferring that all women women are high-maintenance and after everything they can get from a man money-wise in a relationship. Women have fought for years for equality – ads like this are so divisive and disrespectful – the whole Battle Of The Sexes thing is such bullsh*t. Women have earned their own money for many years now and in some cases women earn better money than men. I have never tried to pry money from a man, I earn my own money and would never dream of doing that and neither would the vast majority of Australian women. So why would NRMA engage an ad agency to put an ad on that is so inaccurate and offensive to half the population ? It makes me want to cancel my NRMA membership.
Get over it Helen, its just advertising, if you don’t like it change stations, you seem pretty high maintenance yourself, why don’t you complain about the hundreds of house hold product ads that never feature men, the Nappy San ads offend me more and are more sexist than these silly NRMA Insurance ads.