NRMA Insurance has launched an integrated three-month campaign across New South Wales and Queensland starring Arlo the koala called “Every home is worth protecting.”
The brand campaign, developed by NRMA’s lead creative agency The Monkeys in collaboration with CHE Proximity, Havas, Mindshare, and Thinkerbell, will span TV, outdoor, radio, partnerships, PR, digital, with a koala chatbot.
The campaign includes a heart-warming TVC, directed by Gary Freedman, which shows a young boy trying to help Arlo, who found himself stranded up a telephone pole, get back to his home in the woods – only to find that the woods have been cut. The ad ends with Arlo finding a new home.
“Arlo, an 18-month old koala breaks new ground in the campaign by becoming the highest-paid debut commercial actor in Australia this year,” said Vince Lagana, executive creative director at The Monkeys, in a branding in asia report. “Arlo is donating his fee to Conservation Volunteers Australia, to protect more koala homes like his. For an insurance brand synonymous with helping Australians, it made so much sense when we landed on the idea of home insurance for koalas. A campaign dedicated to protecting the homes of our furry friends.”
NRMA Insurance has forged a three-year partnership with Conservation Volunteers Australia to plant as many koala homes as possible across Queensland and NSW and will also plant a tree for every home insurance sold until the end of 2019, the report said.