We chose to complement the brand film, with a re-arranged and re-scored version of the well-known Proclaimers song – I’m Gonna Be (500 miles). The selection was primarily driven by the relevance of the lyrics, which conveyed a sense of momentum and unwavering commitment, two things that were at the heart of the NRMA brand. The recording of the song was then used to help give momentum to the career of a young up-and-coming Australian vocalist. As a demonstration of the brands values.

Implementation

The launch film premiered in cinemas on Boxing Day, to capitalize on the increased number of movie-goers over the Australian summer holidays, a peak period for cinema attendance.

The decision to launch in cinema was also informed by the desire to give the launch film maximum exposure, in a format that did justice to its cinematic production values.

Following the cinema launch, sixty and thirty second versions of the film were then launched on television.

Timeline

Decmber 26, 2016 - March 18, 2017.

Placement

Cinema – December 26 to January 28

Television – January 29 to March 18

Scale

The launch film featured over summer 2016/2017, across both Cinema and Television. It was supported throughout by Digilites in cinemas, as well as large format outdoor, high-impact digital and standard out of home panels.

NPS improved by 20% YOY.

Consideration improved by 14% YOY

On the first night of launch over 2500 downloads of the song occurred on Shazaam