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MercerBell and NRMA Motoring & Services have launched the first multi-channel awareness campaign for NRMA’s car servicing centres, NRMA MotorServe.

The NRMA Baby digital campaign which includes social media activity, banner ads and a new landing page on NRMA’s website www.mynrma.com.au. Outdoor advertising will begin on June 20, with ambient and local area marketing including direct mail and press to follow.

NRMA’s new MotorServe campaign uses babies as a metaphor for cars, playing on the insight that many people refer to their cars as their “baby”.  

The TV ad shows car-sized babies leaving their garages and homes. A baby even makes a pit stop at a service station to re-fuel with milk. The ad finishes with a baby arriving at an NRMA MotorServe service centre, followed by the introduction of the campaign tag line, ‘Who else would you trust to look after your baby?’

Credits:

The MercerBell Team

Senior Account Director - Emily Shepherd

Senior Account Manager - Iain Griffin

Creative Director - David Bell

Art Directors - Kevin MacNamara & Paul Critchley

Copywriters - Mike Boswell & Yu Ling Ong

Agency Producer - Baz Milas

Bellamy Hayden – Media agency

Production:  Resolution Design

Director - Tim Dyroff

Music production: Turning Studios

Composer - Elliott Wheeler

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