NRMA Full Moon Nights
Despite their status as one of Australia's biggest, oldest and most trusted insurance brands, NRMA suffered a lag in consideration amongst rural and regional markets.
The brand was just as famous, just as trusted - but outside the urban centres, customers were certain the brand just wasn't for them. NRMA's brand platform is one simple word: Help. It's in the DNA of the organisation and lives in every one of their staff.
This Help is keenly felt and valued by customers who benefit from their support throughout the recovery and rebuilding process after disaster.
But how to bring that to life for non-customers in the regions, and people who aren't dealing with disaster? Guided by their purpose of 'Making customers world safer' we went looking for a way to make regional Australia exactly that; safer.
The creative idea was a media-led approach; a sponsorship with a major network to present a monthly scary-movie night called 'Full Moon Nights'.
When the moon's out, stay in.
Hype reel
To kick off Full Moon Nights, NRMA co-funded an original feature from internationally renowned artist and director Daniel Askill, a psychological thriller 'Lunacy'.
We promoted the movie's release and the ongoing monthly event in the classic style of cinema marketing, complete with strikingly art directed poster art and roll-call of the cast members.
