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The National Roads and Motorists' Association (NRMA) has unveiled a campaign to promote its new member benefits program, NRMA Blue.

The spot created by Saatchi & Saatchi aims to showcase how NRMA is trying to go beyond the traditional roadside assistance and motoring. The campaign is based on the research by NRMA to understand what mattered most to members and customers. 

As a result it designed Blue to deliver a range of exclusive benefits and savings on these areas which included fuel, insurance, entertainment, travel and leisure experiences.

The campaign will run across broadcast, social media, radio, digital and OOH advertising. It is the first piece of work released since the agency’s appointment by NRMA in August this year.

According to NRMA group general manager marketing, Martin Whelan,  the campaign’s theme tied in well with NRMA’s strategic approach to keep people moving and broaden its value offering beyond the organisation’s more traditional services.

He said: “NRMA Blue is about opening up the value of our membership to more people in ways that adds value every day. This campaign drives home our key theme of finding new ways to belong to the NRMA.

“The campaign creative focuses on the multitude of journeys we take in our lives. NRMA Blue is designed to help you get the most out of these journeys and we believe this campaign does a great job of telling our story.”

Saatchi & Saatchi chief creative officer, Mike Spirkovski, said: “New NRMA Blue now goes beyond the legendary roadside assistance to offer its members more benefits to enjoy every day. We wanted to showcase the beautiful country we live in and inspire Australians to get out there and explore the less expected places they wouldn’t normally consider.”

: 'NRMA Blue'

Date: November 2018
NRMA has launched an integrated campaign to promote the value and savings available through its new Member Benefits Program, NRMA Blue.
The campaign brings to life the NRMA’s strategic focus to keep people moving and broaden its offer to members beyond traditional roadside assistance and motoring.
Client: NRMA
NRMA Senior Brand & Creative Director: Marie Ferrett
NRMA Brand Communications Manager: Ange Tobin
NRMA Senior Manager, Acquisition Marketing: Charm Hearne 
Creative Agency: Saatchi & Saatchi
Chief Creative Officer: Mike Spirkovski
Senior Copywriter: Anton Posa
Senior Art Director: Simon O’Neill
Executive Producer: Renata Barbosa
Print Producer: Greer Macpherson & Deborah Munro
Group Account Director: James Tracy-Inglis
Account Director: Earth Luechaikajohnpan
Production Company: Photoplay / Playtime
Director: Byron Quandary
Producer: Emma Thompson
Executive Producer: Oliver Lawrance
DOP: Thom Neal
Post Production: The Gingerbreadman
Sound Design and Mix: Rumble Studios
Music: Level Two
Tags: Australia