Issue 23 | June 2012
Insurance is a grudge purchase which many people choose purely on price. NRMA, however, was not a cheap option, nor was it ever going to be. The company believed the quality of the cover they offered would be compromised by discounting its price.
They needed to find a compelling way of communicating a strategy of 'you get what you pay for'.
The campaign insight was in discovering that most Australians did not realise there were literally hundreds of parts in their cars that other insurers considered to be 'extras', and didn't actually cover.
NRMA was the only insurer that automatically covered all these parts.