Case Studies
NRMA INSURANCE: Help our Highway Campaign
The Brief
The Help Our Highway campaign, launched on April 17, 2024, called for more to be done to improve the Bruce Highway, a vital 1,670km transport corridor notorious for its dangerous conditions. With 134 lives lost in just four years, the campaign called for urgent action.
Partnering with NRMA Insurance, News Corp Australia united its Queensland mastheads, led by The Courier-Mail, for an unprecedented editorial blitz. Supported by surveys, statewide coverage, and multi-platform storytelling and PR, the campaign amplified Queenslanders’ voice, driving awareness and positioning NRMA Insurance as a trusted brand that helps. By December 2024, meaningful progress was achieved.
The Solution
News Corp Australia collaborated with NRMA Insurance to launch the Help Our Highway campaign—an advocacy initiative aimed at making the Bruce Highway a priority for government action.
The campaign leveraged the influence of Queensland’s leading mastheads, including The Courier-Mail, The Sunday Mail, and regional outlets such as Gold Coast Bulletin and Cairns Post. By combining editorial content, paid media, and targeted storytelling, the campaign amplified the voices of Queenslanders and emphasised The Courier Mail and NRMA Insurance’s commitment to the state.
NRMA Insurance Campaign Results
The campaign achieved remarkable results. In its debut week, Help Our Highway delivered 68.2 million media impressions, including widespread national PR from competitor media outlets including Seven’s Sunrise and Nine’s Today Show. Phase one alone saw 33 editorial articles and 27 social media posts from News Corp Australia titles to amplify the message statewide.
NRMA Insurance Brand Lift Results
The campaign delivered significant brand lift for NRMA Insurance. Ad awareness rose by +13 points, brand preference increased by +7 points, with purchase intent +3 points according to an On Device Research Cross-Channel Media Brand Impact Study. A Kantar Content Uplift study also highlighted significant improvements in brand sentiment, with 79% of Queenslanders finding the campaign relevant to local needs. Perceptions of NRMA Insurance also shifted dramatically, with 78% feeling positively toward the brand. Key attributes such as “Understands the needs of Queensland drivers” rose by +8 points, and “Is a brand for Queenslanders” increased by +6 points.
In just three months, this campaign accomplished what a traditional campaign would deliver for a brand in a year. Proving to Queenslanders that NRMA Insurance isn’t just an insurer – it’s a Help Company.
(Source: On Device Research + News Corp | NRMA I Brand Impact Campaign Study (n=520) 15/04/24 – 30/08/24 (Source: Kantar + News Corp | NRMA I Content Uplift Study (n=1,250) 25/11/24 – 20/12/24
