NRMA More4Members

Objectives

Increase awareness that NRMA Motoring & Services now offer products in addition to their core business, & demonstrate added value to the NRMA membership.
Support the strategic objective of retaining their 2.2 million members over the long term.

Due to NRMA’s heritage in providing legendary roadside assistance since 1920, NRMA has extremely high brand loyalty in the NSW market & as such, the new campaign had to align with traditional values of the brand but “stretch” it from it’s core proposition without damaging its strong brand image & loyalty from the significant member base.

ATL & BTL – multi channel campaign.
Significant multi-million budget.
TVC 30s/60s/90s, cinema, print, direct member channels including eDM, Open Road Magazine, ezine, mynrma.com.au & branch network.
Multiple creative executions to showcase the new areas of the business & benefits for Members across Ticketing, Holiday Parks, Thrifty Car Rental, Travelodge, Motorserve, Car Loans & Driving School.

A team effort in execution with the campaign exceeding its objectives as per the brief.
A great campaign example -
- Large scale across multiple marketing channels.
- Planned & researched effectively.
- Good stakeholder management to achieve buy in from multiple parties & positive feedback at the end of the campaign.
- Strong digital analytics results for website traffic to homepage & webpages for new areas of the business, increased avg length of stay, strong eDM results, positive brand tracker & overall results from AC Nielsen PIR for campaign “likability,” “consideration to try the new products,” & “perception of NRMA” in a positive light with increased value for membership.