Brisbane Broncos’ Sam Thaiday Flexes His Culinary Skills for NRMA

NRMA Insurance has just launched a new campaign to promote home insurance in Queensland, featuring Brisbane Broncos’ player, Sam Thaiday.

Understanding that the Queensland market is unique compared to other Australian states and territories, creative agency M&C Saatchi, developed the campaign under the new brand platform NRMADE BETTER, which launched in September, 2014.

M&C Saatchi creative director, Gary Dawson said: “Queensland is a proud state which has a stronger than usual affinity with home soil. So in order to resonate, we leveraged NRMA Insurance’s 13 year sponsorship with the Brisbane Broncos, using Sam Thaiday to speak directly to Queenslanders. Thaiday takes audiences inside his home to celebrate what he loves about his home and what it means to him.”

NRMA Insurance head of marketing, Jane Merrick, said: “NRMA Insurance is committed to better protecting what matters to customers. Using Sam Thaiday and his love of cooking and his kitchen as an example, we’re demonstrating that we understand different things are important to different people and that we can provide cover to suit our customers’ needs.”

The campaign, which went live on Sunday 16 August, consists of a 30” TVC, point of sale, digital banners and a radio partnership with NOVA Brisbane.