NRMA & M&C Saatchi Launch ‘Our Home’ As Part of NRMADE Better Brand Platform

The campaign is the second major installment of the NRMADE BETTER brand platform unveiled in September 2014 to encapsulate the insurer’s ethos of going the extra mile for its customers.

More people trust NRMA Insurance to protect the home they love and why wouldn’t they when they offer 25 per cent extra cover on top of your sum insured to cover the cost of rebuilding or replacing your contents with their Homes Plus Insurance policy. They are also launching a new web application called Safer Homes in September that will help inform people how to better protect their home.

‘Our Home’ is a two-phase campaign that celebrates the uniqueness and diversity of Australian homes.

NRMA Insurance head of marketing, Jane Merrick, said: “‘Our Home” is about showing our commitment to understanding how important homes are to Australians.

“A person’s house isn’t just an asset – it’s a home, their personal haven with their loved ones and a place filled with memories and all the things they hold dear. Protecting Australian homes is of utmost importance to us.”

M&C Saatchi chief creative officer, Andy DiLallo, said: "After being part of the community for over 85 years, no one knows better than NRMA Insurance, how important home is to us all. ‘Our Home’ is a celebration of all that is great about our customer's homes and what home means to them. Considering how obsessed we are with property in this country, we hope this campaign will trigger us all to just step back and appreciate all that we have.”

During the first phase of the campaign, NRMA Insurance asked its customer base what their homes meant to them. Customers were directed to thisisourhome.com.au to submit their response via stories, images and videos with $5 donated to Australian Red Cross for every piece of content received.

The overwhelming response demonstrated that what’s important to people is not the four walls and a roof but the loved ones, the pets and all the other precious things that make Australians’ houses homes.

The hundreds of images of people and their homes formed the foundation of phase two; a major integrated campaign that debuted on air last night with a TVC followed by digital, social, mobile, out-of-home, radio and branch POS executions.

This ‘celebration’ phase will feature an online home built entirely from submitted photos of peoples’ own homes.