Nine x NRMA - Nine for Brands

NRMA Insurance has been helping Australians for almost 100 years. In 2024, they embarked on a bold rebrand, launching themselves as ‘A Help Company’. This campaign introduced a new identity for the brand and a defining shift that reimagines their role for the next century. The new positioning was a significant milestone in NRMA Insurance’s commitment to putting ‘Help’ at the heart of the customer experience.

Committed to supporting Australian’s success for the next 100 years, NRMA Insurance’s new positioning is reinforced by a fresh visual identity, rolling out across all customer touchpoints. This bold evolution was backed by a large-scale, multi-channel marketing campaign, launched in broadcast partnership with Nine’s coverage of the Olympic and Paralympic Games Paris 2024, with the TVC debuting on July 26 during Nine's broadcast of the Opening Ceremony.

Road to Paris: A multi-platform Olympic journey

NRMA Insurance’ Olympics partnership began with Road to Paris – a six-month campaign across Nine’s total media ecosystem, building anticipation for the Games.

Starting in January, NRMA Insurance delivered commercial content across Nine's Olympic News update, 60 Minutes, A Current Affair, Australian Swim Trials, Nine WWOS produced documentaries, Publishing Olympic articles, Audio Olympic vignettes, and a special Road to Paris podcast. All content was based around the Paris Olympics. Assets included branded promo’s, billboards and commercial placement across Nine’s Road to Paris formats across TTL and 9Now – connecting audiences to NRMA in the lead up to the Olympic and Paralympic Games.

During the Olympics, NRMA Insurance maintained high-frequency brand association including but not limited to; virtual AR studio branding, medal tally & what's on today segments, high-impact masthead & digital executions, homepages takeovers, targeted media, WWOS sponsorship and Olympic-branded content.

A 24/7 Olympic presence

The NRMA Insurance campaign leveraged Nine’s Total Media Ecosystem, creating a seamless and always-on brand presence across key touchpoints. By uniting Television, Audio, Publishing, and Digital, the campaign achieved greater reach, engagement and high-impact brand presence – ensuring their message of ‘A Help Company’ to resonated with Australians throughout the Olympic and Paralympic Games.