Case Studies
NRMA x The Sydney Morning Herald
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Case Studies
The Brief
NRMA came to Nine exclusively to launch this print-led campaign.
A campaign to play on NRMA’s “Here to Help” brand proposition and raise awareness around the need for households to begin preparation for the summer bush fire season ahead.
The Execution
The campaign was launched on the first day of the bushfire season, wrapping The Sydney Morning Herald with an archival cover of the newspaper from 1994’s Black Friday – one of our worst bushfire days in history.
Revealed in the spread was a call to arms to reserve the first Saturday of every month to carry out some home maintenance: clear those gutters, cut the grass, clear the flammable items from around your perimeter.
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