human.
NRMA Insurance Case Study
THE STARTING POINT
Over the years, poor brand development had led to an
almost exclusive retail focus for the insurance category
– consumers had effectively been trained to view
insurance as a commodity. The task was to bring value
back into the category, to get people to start thinking
about what insurance buys, not just what it costs.
THE IDEA
The fundamental shift human sought to create was to
move from using the much used fear and uncertainty
as a strategy, and instead take a positive, optimistic
view about what it feels like if you’re not so worried
about life’s ‘what ifs’.
In order to achieve this, the agency created a new
word – Unworry, with a new language and potential
state of mind. The magical language of ‘un’ has the
power to turn even the most negative situations on
their head.
HOW IT CAME TO LIFE
PRE-LAUNCH - To pique people’s interest in the week
prior to launch the agency seeded ‘Unworry’ and ‘Un’
without revealing the brand behind it.
LAUNCH - The fully integrated campaign was
supported by a range of activities designed to bring
the experience and world of ‘Unworry’ to life.
STAFF LAUNCH - A comprehensive programme
maximised staff engagement with the idea.
ADVERTISING - The multi-channel campaign
supported brand, product and retail messages across
all facets of the business.
DM - A complete overhaul of customer
communications ensured alignment with the rest
of the campaign.
People sa y to m e wh y do y o u sm i le a ll da y ? Wha t is y o ur se c ret ?
I sa y ‘The po w er of U n’ a n d feel m y to ngue o n the roof of m y m o uth .
‘The Po w er of O n e ? ’ the y a sk. ‘No , n o i t ’s n ev er O N E, n ev er O N E. I t ’s U N. U . N.’
‘B ut wha t is a n U n ? ’ U n is a m a z i ng. I t ’s a ll a ro un d us .
Wi tho ut U n y o u c a n’ t un d re ss a n d where do e s tha t lea v e y o u ?
In the sa m e c lo the s fo rev er. B ut w i th U n y o u c a n U N STR ES S . A n d un c o m pl i c a te .
A n d un b o ther a b o ut i t . M os t of a ll, y o u c a n un do wha t y o u d i d .
L i ke un-sen d tha t a ll-s taf f em a i l tha t wa s m ea n t fo r y o ur b o y fri en d . O r U N CR A S H U n c le Per c y’s c a r.
A n d un sm a sh the pergo la tha t U n c le Per c y’s c a r d ro v e i n to.
No w, tha n ks to U n , U n c le Per c y isn’ t c ra n ky , he’s U N CR A N K Y. S o y o u c a n b o th rela x a n d b e fri en d s aga i n .
‘A n d tha t is the po w er of U n ,’ I sa y . ‘ U n m a ke s y o u free a n d un en c um b ere d a n d U N STO P PA B L E.’
B ut m os t of a ll, U n m a ke s y o u un wo rr y .
I lo v e y o u U n .
human.
NRMA Insurance Case Study
We the
un-dersigned...
...agree to fill our lives wi th Un. To give power to the
history of Un. To save the world t ime and t ime again.
We prom ise to be unexpected, unforgettab le, unmoody
and unreal. Uncompli cated, unexpensive, unworried and
understanding. Unbelievab le, unb othered and unlim i ted.
We say undone, undo and undid to all the bad things,
the hi ccups, the daily stresses like cold coffee and
empty bikkie t ins. We em brace comfy undies. We unwind.
We em brace ri ch unc les who have no kids. We un i te.
We unselfconsc iously sing uncontrollab ly ab out our unending love
for Un. Rise up fellow Australians. The Big’uns and the li ttle’uns.
Un sets you free. It unbinds negat iv i ty and unshac kles shac kles. It uncreases
and unheav ies and unprob lems. It unworries and by that we mean i t unstresses.
You are unstoppab le and untouchab le when you are filled wi th Un.
Un is fun, the sun and a cream bun but most of all un turns into unny.
And unny rhymes wi th money. How n i ce.
So if you want to sm ile say Un. Unnnnnnnnn.
Un P A Y
$
1 68
E.
O N A V ERA G
UN PA Y FO R W HA T
yo u DO N’ T NE ED .
Bundle and save
on your insurance in
the Hills District.
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Visit us or
call 132 132.
NRMA Castle Hill
Level 3, Castle Towers
Shopping Centre.
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Get the right
Business Insurance cover,
at the right price.
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Call 132 818 or visit
nrma.com.au/business
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