Trusted HELP When Australians Need It Most
NRMA Insurance entered its second year of their Nine Weather Partnership, aiming to build on an already strong foundation of authentic integration across weather-related content.
In a competitive insurance market, NRMA Insurance sought to reinforce its positioning as a trusted source of HELP for all weather conditions. The goal was to make its presence feel organic within weather updates, leveraging last year’s foundation to deepen the connection and enhance relevance.
With Australians’ rising awareness of climate and weather-related risks - heightened by recent extreme events - NRMA Insurance responded to the demand for reliability and preparedness. By meeting Australians within their daily weather updates, the campaign delivered safety and assurance exactly when it mattered most.
Building on the previous year’s foundation, NRMA Insurance launched an immersive campaign to solidify its role as the "Centre of HELP" for Australians.
NRMA Insurance embedded themselves within weather content across Nine Digital, Radio, and Broadcast.
The strategy leveraged bespoke creative, purpose built for their sponsorships, creating an authentic and engaging connection with weather.
Across audio, trusted local voices delivered NRMA Insurance's message, reinforcing the brand’s commitment to helping Australians in all conditions.
This approach allowed NRMA Insurance to become an integral part of Australian’s daily routines, reinforcing its position as the Centre of HELP.
Nine and NRMA Insurance collaborated to deliver a consistent, daily presence within weather updates across the Nine ecosystem.
We married the HOW, WHY and WHAT of NRMA Insurance's commitment to HELP in all conditions through emotive storytelling and dynamically targeted placements. Leveraging Broadcast, Print, Digital and Radio, we seamlessly integrated NRMA Insurance's message into weather sponsorships and creative integrations. By showing up authentically across the network, we reminded Australians that through every condition, NRMA Insurance is always there to HELP.
Linear TV - 6pm 9News Weather Sponsorship
As the official Weather Sponsor of the 6PM News, NRMA Insurance integrates its brand within a 9News-branded weather countdown frame that seamlessly leads into the weather report, providing a distinct connection between NRMA Insurance and weather.
In partnership with the 9News team, NRMA Insurance developed tailored content, fostering an authentic and engaging alignment with weather updates.
Audio - 2GB, 4BC & 6PR
NRMA Insurance sponsors weather updates across Breakfast, Morning, and Drive Weather News Bock, Monday - Friday & Saturday - Sunday.
The campaign is further amplified with digital audio extensions across the network’s streaming platforms, ensuring greater reach and impact.
Publishing
NRMA Insurance aligns with weather content on 9news.com.au & nine.com.au. The partnership extends across Nine's Mastheads with sponsorship of key weather sections that are contexti targeted, including The Sydney Morning Herald (SMH) app across key Saturdays during the campaign period.
In Print, NRMA Insurance reinforces its association with weather through small strip and ear-piece advertisements in the weather section of the SMH
+23%
Greater campaign impact vs Kantar benchmark
Cross media impact:
Over 50%
Audience reached by 2+ channels
TV sponsorship was the biggest contributor to unaided awareness
Source: Kantar Cross Media Study
Placeholder Testimonial
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