Cannes Lions

A Fire Inside

THE TUESDAY CLUB, Auckland / NRMA / 2022

Presentation Image
Case Film
Supporting Images

Overview

Entries

Credits

Overview

Background

NRMA Insurance’s brand purpose is HELP. Their promise is to help make the world a safer place.

The brief was to find a new way to connect the purpose and belief of NRMA Insurance with the shared purpose, beliefs and behaviours of every Australian as witnessed through the shared actions and experiences before, during and after the events of the Black Summer fires.

Idea

A Fire Inside.

Watch the film, read the book, join the Corps.

The film and the book were designed both to engage Australia in the incredible story of the power of help as witnessed during the Black Summer bush fires, and also as ‘the lightning strike’ for the formation of the Corps to help prepare and protect Australian communities from fire and flood before they occur.

Strategy

90% of the money insurance companies spend is on fixing things after they go wrong. With just 3% spent on pre-emptive action to prepare, prevent and protect communities before disasters happen.

The strategy was to reverse this by investing in a feature documentary and a book which told the stories of everyday Australians and were both designed as a recruitment campaign for a new trusted resilience corps.

Execution

Watch the film, read the book, join the Corps.

The film and the book were designed both to engage Australia in the incredible story of the power of help as witnessed during the Black Summer bush fires, and also as ‘the lightning strike’ for the formation of the Corps to help prepare and protect Australian communities from fire and flood before they occur.

The film - distributed by Icon and Channel Nine.

The book - distributed by Thames & Hudson.

The resilience corps – launched Nov 2021.

Supporting material - distributed across organic and paid social, editorial, print and outdoor.

The project ‘A Fire Inside’ began in October 2021, it is ongoing.

Outcome

The film became Australia’s No.1 documentary, the book became a No.3 best seller and the Corps is the fastest growing Volunteer organization in Australia. The campaign generated 371 news stories, a reach of 59,924,407 and 2,500 recruits joined the Corps despite the official recruitment drive of the Corps not starting until June 2022.

Brand awareness in New South Wales reached 99%.

57% of people who saw The Fire Inside campaign felt inspired to volunteer, NRMA Insurance became the No1 ‘most purposeful brand’ in Australia.

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2023, NRMA

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