You’re about to read a story of how an insurer from the Australian state of New South Wales came to be crowned the “World’s Most Effective Financial Services Brand” by the World Advertising Research Centre (WARC).

But before we embarked on this long-term brand-building strategy back in 2018, the situation was so challenging, such an outcome should’ve been beyond our wildest dreams.

A business and brand in desperate need of help.

From 2010-2017, NRMA Insurance endured 8 straight years of declining customers, and market share shrank from __% to __%.(4)

Our objective was to arrest the declines and eventually return the brand to long-term growth by:

1. Delivering incremental customers

2. Stabilise market share

3. Increasing financial value of the brand

4. Restoring brand health (including consideration and trust)

5. Becoming #1 in the category for social engagement