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NRMA and Thinkerbell Champion the ‘Helpers’ of Aussie Cricket

27/11/2022
Advertising Agency
Melbourne, Australia
84
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The campaign comes as part of a 4-year platinum partnership with Cricket Australia


The first match in the NRMA Insurance Men’s Test Series will get underway this week to the excitement of cricket fans around the nation, as part of the newly announced platinum partnership between Cricket Australia and one of Australia’s most trusted brands, NRMA Insurance. 

NRMA Insurance’s partnership with Cricket Australia is underpinned by an ambition to support the continued growth of Australian cricket by celebrating the network of helpers nationwide that make the game of cricket possible, and hopefully inspire others to help too.

From day one, NRMA Insurance will be delivering on its brand promise of Help, from sponsoring the rain cover tarp, scoreboard, drones, and Player of the Match, to creating new and exciting ways to help the cricket community across the country. 

As part of the partnership, NRMA Insurance and Initiative are working closely with 7Cricket to develop a range of brand new on-air features in partnership with Quidich Innovation Labs - who specialise in drones with virtual capabilities - to provide never-before-seen camera angles for cricket fans this summer. 

Initiative and Mediabrands Content Studio identified and brokered this partnership that will see NRMA Insurance and Cricket Australia join forces in a display of media and creative executions. 

As part of the agency village, Thinkerbell has developed the overarching brand strategy and creative look and feel for the four year partnership, and will also facilitate earned media activity. 

Sally Kiernan, marketing director, NRMA Insurance: “There are over 220,000 official volunteers and many more helpers who make cricket happen from grassroots cricket up to the top level. NRMA Insurance has been helping Australians for more than 95 years and through this partnership we are looking forward to celebrating the helpers of cricket nationwide, as we deliver on our brand promise of Help.

“With the help of our agency partners, Initiative, Mediabrands Content Studio, Thinkerbell, The Tuesday Club and internal agency Co.Lab, we’ve created some really compelling media and creative executions to bring the partnership to life for all the cricket fans around the country.” 

Chris Colter, chief strategy officer, Initiative: "To have the naming rights of the nation’s most iconic sport available, the same time NRMA Insurance scaled their brand nationally, was an opportunity too good to pass up. We are thrilled to have brought these two icons together, in partnership with Thinkerbell, who have helped us develop an equally iconic campaign full of never-before-seen media executions to ensure we’re unmissable across summer.” 

Fans can get their tickets to the two match NRMA Insurance Test Series against the West Indies at cricket.com.au/tickets


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