myNRMA Roadside Assistance Builds On Moments CampaignOctober 17, 2016
Building on the success of last years campaign, myNRMA has launched “For That Moment When…” 2.0. The campaign playfully explores the simple promise behind its Roadside Assistance proposition – no matter how small or trivial a roadside emergency might seem, myNRMA Roadside Assistance can help.
Directed by Dan Reisinger, the series of spots use whimsical, visual comedy to depict relatable, everyday and unexpected moments that stop you in your tracks.
The myNRMA demonstrates it understands that seemingly small moments, can have a great emotional weight for their customers, and that, they’re just a phone call away. A hapless father becomes the butt of family jokes forever after his spare tyre rolls off down a hill, and an adventurous elderly couple, (who prove that age is just a number), come to regret a midnight skinny dip.
Says Matt Siddons, senior marketing, myNRMA: “In a world where cars experience fewer mechanical break downs, the ‘That Moment When’ campaign ‘celebrates’ what can go wrong when car owners make a mistake. We believe that humour was an important ingredient of the campaign’s success last year so we’ve dialed-up the humour this time around. We are really pleased with the work and hope that people enjoy it.”
As myNRMA customers come from all walks of life, fittingly the spots feature a cast from diverse backgrounds – including one who was a film star back in his native Russia and who only speaks broken English.
As myNRMA customers come from all walks of life, fittingly the spots feature a cast from diverse backgrounds including one who was a film star back in his native Russia who only speaks broken English.
The breadth of myNRMA’s coverage was reinforced by the very different locations – the epic vistas of the Blue Mountains two hours out of Sydney and the intimate swimming hole in the middle of the Royal National Park. To reinforce the scope of these locations Anamorphic lenses were used and the TVC was finished in the more cinematic 2:40 picture ratio.
The Blue Mountains location also afforded some uniquely vertiginous shooting angles. The resulting shots of the epic finale are all in camera and required no CGI. The campaign continues to challenge customers to choose myNRMA in a market where roadside assistance is so readily available to car owners through many different providers.
To find out more about myNRMA Roadside Assistance visit: www.mynrma.com.au/default.htm