The National Roads and Motorists’ Association celebrates 90 years in new spot via The Works

The National Roads and Motorists’ Association is celebrating 90 years of answering the call from motorists with a nostalgic look back at its rich heritage and a look forward to its future in a new brand campaign via independent Sydney agency, The Works.

From the first patrol service in 1924, Australia’s largest membership organisation has been helping its now almost two and half million members with everything from roadside assistance and campaigning for improved road safety to travel and lifestyle services.

VIEW THE SPOT

The new campaign sees the NRMA launch a new logo and colour scheme to go along with The National Roads and Motorists’ Association name, first used in 1923.

The name and new logo will serve as an umbrella brand for its host of products and services including NRMA Road Assist, NRMA Emergency Home Assist, NRMA Motorserve, NRMA Travel, NRMA Safer Driving, NRMA Holiday Parks, and NRMA Business Motoring.

The 60-second TV spot charts the NRMA’s history from that first patrol call out in 1924 to other landmark events such as a convoy of its motorcycles opening the Harbour Bridge, to training women to help repair vehicles during the Second World War. The ad also highlights how the NRMA has been instrumental in making roads safer by campaigning for laws such as mandatory wearing of seat belts and how the organisation now helps in more ways with its new Emergency Home Assist service.

Ensuring every detail in the ad was authentic and historically accurate was crucial to TheWorks and the NRMA. Extensive research was carried out in the State Library and NRMA archives with props sourced from museums and NRMA members to faithfully recreate the different time periods and heritage of the organisation.

NRMA’s staff were also included with nearly 30 existing employees selected to feature in the ad following an open casting call.

Says David Coutts, head of brand at the NRMA: “From fixing vehicles on the roadside to now assisting with an emergency at home, the NRMA has been helping people for more than 90 years. This campaign highlights NRMA’s proud history of serving our members and how we continue to innovate to meet their future needs.

“The introduction of a new logo with The National Roads and Motorists’ Association name under which all our branded services will sit is recognition of the trust of our membership in our mission to help them everyday.”

Says Paul Swann, creative partner at The Works: “Working with an organisaton with such a long and proud history as the NRMA is a massive creative opportunity but also brings with it a burden of responsibility. We needed to tell its story and remain true to its heritage while introducing it to a new generation of consumers.

“We’ve captured how the NRMA has answered the call for its members and will continue to do so in the future.”

Film Construction produced the spot.

Says Perry Bradley, Film Construction director: “With a historical job such as this there is so much detail and so many things that cannot be left to chance. It is incredibly important to be very organised and our producers rose to the challenge.”

NRMA

Post Production – Fin Design