NRMA Insurance has marked its 100th year with the release of a brand film titled The Lighthouse, which builds on the company’s repositioning as “A Help Company.”
The campaign, created with Accenture Song and rolled out through Initiative Media, will appear across digital, outdoor and print channels.
Directed by Gary Freedman and produced by Good Oil, the film features a modern interpretation of “Help!” by The Beatles, a track that has been linked to NRMA’s brand platform since 2023.
Sally Kiernan, executive manager for marketing, brand and communications, said the centenary provides an opportunity to reaffirm the insurer’s focus.
“NRMA Insurance has a proud 100-year history of helping Australians protect what matters. Entering our next century as A Help Company, we have a firm focus on how we will continue to help protect and prepare customers and communities today and into the future. We look forward to introducing new initiatives in our centenary year to support that ambition,” she said.
The launch follows a brand repositioning introduced in July 2024, which was aimed at reinforcing the company’s role as a support partner rather than only a product provider.
The initiative included a new visual identity and a marketing campaign designed to bring the concept of help to the forefront of customer engagement.
Chief executive Julie Batch said the repositioning responds to the challenges facing policyholders.
“As we approach our 100th anniversary, Australians are facing new challenges, and we know from our customers they expect businesses they interact with to do more than provide a product and proactively address their needs and support their communities,” she said.
Accenture Song’s ANZ marketing practice lead and Droga5 ANZ CEO, Matt Michael, said the brand platform was designed to demonstrate action.
“A Help Company is more than a campaign – it’s a platform that represents NRMA Insurance’s commitment to helping Australians through its core products and services as well as its education, community impact, and advocacy initiatives. We’re proud to help bring this next chapter to life, starting with The Lighthouse,” he said.
The insurer also recently extended its focus on community resilience.
In August 2025, NRMA Insurance confirmed a three-year renewal of its partnership with the South Australian State Emergency Service (SA SES).
The collaboration is intended to expand preparedness programs in areas most vulnerable to severe weather events.
The initiative has supported the training of more than 80 community education volunteers and delivered campaigns encouraging households to prepare for storms.
According to survey results, 59% of South Australians reported greater awareness of how to get ready for extreme weather, while the SES storm information page received over 21,000 visits.
