NRMA Insurance asked us to create a campaign to breathe fresh meaning and resonance into their iconic brand positioning of ‘HELP'. Over time their campaigns had become too anchored to the category. We believed there was a bigger promise of 'HELP', a more human offering, to be there for whatever goes wrong.

We created ‘Until then’, a campaign that talks to a world where all the things that people require cover for, like flood or storm damage, car accidents, and everyday breakages, no longer do. Until such a world exists, NRMA Insurance is here to help.

The campaign had to take a big idea and reduce it for outdoor billboards. So, headlines relating to all the things that can go wrong in life were set against dramatic background imagery that played a supporting role. In the crest, which typically holds the iconic logo, we replaced the four letters of NRMA with the four letters of HELP, to both simplify and marry the promise and brand into one.

The campaign ran nationally across Australia in high traffic areas in all the major cities - reaching 98% of Australians between 25 - 54.

Early brand tracking has shown that the campaign performed extremely well for cut-through & likeability and improved significantly on positive sentiments for the brand overall. The organisation is now committed to continuing Until Then as a platform and using it as an organising thought through all their layers of communications.