NRMA Insurance has unveiled its first major piece of work since appointing Accenture Song in March, drawing on the business' near 100-year heritage to reposition as 'A Help Company'.

The new positioning will be accompanied by a fresh visual identity, which will be rolled out across all customer touchpoints. A large-scale, multi-channel marketing campaign will coincide with NRMA Insurance's broadcast partnership with Nine's coverage of the Olympic and Paralympic Games Paris 2024, with the TVC to debut on 26th July during Nine's broadcast of the Opening Ceremony.

"Help has been at the heart of NRMA Insurance since its humble beginnings in 1925 as a member-only company that provided motor insurance policies to some of the first drivers in New South Wales. Since then, we have grown to become a national brand and have helped millions of people, protecting their cars, homes and businesses," said CEO of NRMA Insurance, Julie Batch. "Over the past year alone our people have answered more than 1.5 million calls for help, our fleet has travelled 5.3 million kms to serve our customers and our helicopter has taken 35 journeys to support communities in need."

The campaign will profile the various ways NRMA Insurance is here to help, such as Help Nation, an initiative to educate Australians about their local risks and how to prepare for extreme weather.

New experiences will be introduced, such as a Policy Snapshot to provide customers with helpful information about their policy, and exploring new technology to help customers identify potential issues with their roof. NRMA.com.au has been refreshed and a new microsite has launched, highlighting the existing and new experiences that customers can take advantage of.

"We set an ambition to take our proposition of help, scale it, industrialise it and build it into everything we do," said Chief Customer and Marketing Officer of NRMA Insurance, Michelle Klein.

CEO of Accenture Song, David Droga, said: "This work shows the power of a simple but deeply relevant idea. In a category that can feel complicated, NRMA Insurance is providing a customer experience that honours the heritage of its brand and makes things simpler for its customers. This is the kind of creative and tech-powered solution Accenture Song was built to deliver for our clients."

ANZ CEO of Accenture Song, Mark Green, said: "Help is a very human thing and for NRMA Insurance it's more than just goodwill - it's a promise made to all Australians. As NRMA Insurance commits to the next 100 years of help, we feel privileged to partner with one of the country's most trusted and iconic brands steering business transformation and driving home its position as a category leader."

The IAG-owned insurer first rejigged its agency roster in March, handing Accenture Song a consolidated remit to reimagine the customer experience. The marketing services firm is leveraging its global assets including US-based Droga5 and Australia's The Monkeys to service the account with an end-to-end model.

The appointment, which saw the brand part ways with Bear Meets Eagle On Fire as its creative agency of record, came a year after NRMA Insurance reshaped and integrated several functions into a new Customer Experience and Marketing team led by chief marketing and customer officer, Michelle Klein, along with a Digital Business team led by Nandor Locher.

The move is all part of the insurers plan to achieve a seamless customer experience, as Klein told Mi3.

"If you think about your own experience, you want it to be seamless, you want to have the same voice speaking to you, whether you're engaging through an app, or whether you're engaging with the person, whether you're on the phone, either in a heightened moment [i.e. an emergency] or whether you're just renewing your policy. So I think as a customer, we want to create that. As a brand we want to make sure that every touch-point can be as seamless as possible. And we'll start in different places and test things and learn as we go.”