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Case Studies

NRMA: A Fire Inside

The Brief

When NRMA Insurance released ‘A Fire Inside’ – a significant project including a film, a book and a resilience movement with the Minderoo Foundation – to inspire every Australian to help and be better prepared to protect the country from future natural disasters, there was only one place to turn to launch the campaign: Total News.

NRMA Insurance’s data shows Australia is going to be facing more extreme temperatures, more acute droughts, longer and more intense bushfire seasons, and more destructive floods and storms in the future. The brand has a vision to encourage all Australians to take preventive action against these extreme weather events and build more resilient communities.

Tapping into the insurance brand’s “Help” positioning, NRMA Insurance created a suite of action-oriented programs that inspire people to proactively prepare – ‘A Fire Inside’ is the brand’s most ambitious project to date. News partners had the task to get the word out to Australia.

The Execution

Alongside the launch of the docufilm and book, news publishers created visual impact with photography and featured educational content through print and digital news platforms to extend reach and impact particularly through geo-targeted campaigns into regional areas.

Editorial teams worked throughout the campaign period to develop relevant content angles across different platforms. A cultural conversation drove content that was tailored across touchpoints, resulting in a powerful connection to the audience. More recently NRMA can be seen sponsoring weather reports.

Using weather as part of our all news platform has become critical for NRMA insurance standing for HELP. It also drops down nicely into our preparedness strategy around weather & climate change. We can share deeper, richer stories. Our partnership with Minderoo Foundation and the Australian resilience Corps, drop right into what action people can take to be more prepared.
Zara Curtis
CMO, IAG

Results

The campaign proved powerful in shifting some key action-oriented statements. An increase of 22% points was reported amongst over 40-year-olds in agreeing that they have “prepared my household and family for the potential of fires and floods.” A Fire Inside has proven itself to be another campaign that ensures NRMA remains the strongest brand in the Australian insurance industry.

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