NRMA: NRMA Hipster Rosso

NRMA Motoring & Services has enlisted comedian/broadcaster funnyman Tim Ross to front their latest campaign in an effort to promote the benefits of NRMA Membership. The integrated campaign sees Radio, Digital & Social channels working together to encourage Members to ‘NRMA it!’ for all their motoring needs & advice.
The radio campaign includes a series of 60sec advertorial style features in which Rosso ‘road-tests’ some NRMA products and services for himself.
The online content, directed by TCO’s Toby Morris, sees Rosso appear in four different everyday guises Hipster, Geek, Tradie and Business Rosso - each one facing a different relatable motoring dilemma that the viewer can play out using YouTube annotations.
http://www.youtube.com/user/NRMAit
Tradie Rosso
http://www.youtube.com/watch?v=_Ej7P0WkkX0
Hipster Rosso
http://www.youtube.com/watch?v=qWxD9hPyQ98
Geek Rosso
http://www.youtube.com/watch?v=-xlRoZe4uSc
Business Rosso
http://www.youtube.com/watch?v=ji14NnNTgI8
Members and non-members are encouraged to visit the company’s Facebook page www.facebook.com/mynrma and ‘NRMAit!’ for any of their motoring queries.
The campaign was the brainchild of a collaboration between engagement agency TCO, specialist radio agency Eardrum and NRMA.
NRMA’s Brand Manager Paul Ibsen says "We’re excited about creating engaging content for our Members and communicating the benefits of being an NRMA Member.”
TCO Managing Partner Tom Phillips says “We wanted to develop a campaign that could house multiple iterations given the broad breadth of NRMA’s motoring products & services.”
Eardrum Founding Creative Director Ralph van Dijk added “Once we cast Tim, everything fell in to place with the radio ads sounding more like station programming and the online content having that all important celeb factor. The campaign maximizes the push of radio with the pull of online to demonstrate NRMA’s relevance to its Members.”
NRMA Motoring & Services provides a range of services for Members and the community, including their legendary roadside assistance and a diverse range of motoring products and services, travel and lifestyle benefits.
Links to radio examples;
NRMA Advice Line
http://audioboo.fm/boos/341458-nrma-motoring-services-advice-line
NRMA MotorServe
http://audioboo.fm/boos/341459-nrma-motoring-services-motorserve
Links to the online campaign;
www.youtube.com/NRMAit
www.mynrma.com.au/NRMAit
www.facebook.com/mynrma
www.twitter.com/nrma