NRMA Health Insurance.
Role: Creative Director/Art Director.
The National Roads and Motorists' Association (NRMA) were so irrevocably linked with roadside assistance that any expansion into the health insurance market was seen as a dilution of their core brand. This campaign faced any possible issues head on by employing the language that the motorist would expect from the NRMA while highlighting the benefits NRMA offer that differentiates them from the other health insurers.
Although seen as a ‘soft launch’ the conversion rate of 22% in the first six months, almost double the forecast.
