LAUNCH A FIRE INSIDE AS A LIGHTNING STRIKE THAT STARTS A NATIONAL CONVERSATION ABOUT THE POWER OF “HELP”, AND THE ROLE EVERY AUSTRALIAN HAS IN CREATING RESILIENCE.
Over recent years, NRMA Insurance’s campaigns have really brought to the forefront their brand platform around the notion of “help”.
Working with Finch productions, NRMA Insurance created a feature-length un-branded docufilm set against the Black Summer bushfires of 2019-20 called A Fire Inside, a unique piece of content to tell the story. Not only this, they have also partnered with the Australian Resilience Corp (ARC) a division of the Minderoo Foundation for five years to help drive volunteers on-ground in affected areas.
Nine’s Powered division led this cross-platform response in close collaboration with NRMA Insurance and the media agency, Initiative. We launched the docufilm at scale, and created meaningful and educational content to drive awareness, with ongoing support of the Minderoo Volunteer “help” initiative.
The role of each channel and environment across Nine was critical. Broadcast delivered reach, including our first cross-platform response with regional where we looked to localise messaging and drive the Resilience Corp initiative at the grassroots.
Publishing created visual impact with photography that was featured in the docufilm as well as educational content, alongside radio to deliver longer-form content and conversation, and digital to extend reach and impact.
This was a true partnership, as all NRMA Insurance's assets featured Nine’s IP, telling our viewers, readers and listeners to tune into either Channel 9 or 9Now on Monday, December 13, 2021 at 9.30pm to watch the docufilm.
This came to life through three phases:
1. Release
To promote the soft launch of the release of the docufilm in selected cinemas, we geo-targeted a campaign via regional broadcast, print, digital and radio based on postcode locations.
2. Supercharge
Launch with impact, encouraging Australians to watch the docufilm on Channel 9 (in Metro and Regional markets) on Monday, December 13, or live stream on 9Now. Within this phase we utilised all of Nine’s media channels.
Broadcast
Metro and Regional spot buys with TODAY show integration and sponsorship, 6.00pm News sponsorship, regional news and integration with social extensions.
Digital
High-impact display and BVOD.
Radio
Commercials and integration through formats including live reads, vignettes and segments interviewing various people behind the camera and within the radio content that helped listeners get bushfire-ready and become local volunteers.
Radio
Print wraps, false covers, content and digital HPTOs.
To extend this experience further, Nine’s Powered division created a 60-second content piece featuring Entertainment Reporter Brooke Boney, which played immediately before the film aired on Channel 9 and served to introduce the docufilm to audiences.
When this went to air Nine completely changed the usual ad-break structure to align with the narrative and provide a cinematic experience of the docufilm. Nine removed two breaks to allow the film to run commercial-free from 21:30 – 22:00, which meant we ran three segments together. The ad time we lost between 21:30 – 22:00 was moved into 2100 – 2130 (half before the film starts) and the remaining half was spread across 22:00 and 23:00 clock hours. This meant we could retain some of the content towards the back end of the film and the following program whilst maintaining sensible ad-break lengths.
3. Sustain
After the launch, activity across digital display, BVOD, Native CPC drivers, a 9Now eDM and homepage rail, as well as radio commercials that continued to encourage people to watch the film on 9Now.
Throughout the campaign we also engaged all relevant editorial teams and worked closely with NRMA Insurance and their PR team to find relevant content angles across our different platforms.
WIN News was the dominant provider of editorial for the campaign, seen here:
EDITORIAL NEWS COVERAGE
The NRMA and Nine cross-platform campaign partnership truly drove the national conversation for the benefit of all Australians, delivering outstanding and effective results.
The campaign also shifted attitudes towards climate change and encouraged more people to take action:
Those agreeing that they have “actively looked into how I can do my part to tackle climate change” increased 23% points amongst those aged 40+
Those agreeing that they have “prepared my household and family for the potential of fires and floods” increased 22% points amongst those aged 40+
Awareness of Minderoo Foundation’s Australian Resilience Corps increased 19% points
The common thread across all elements of the campaign? Powerful storytelling, authentically told through engaging content tailored to each medium, driving a cultural conversation.
NO.1
DOCU-FILM ON 9NOW
LAST SUMMER
+40%
BRAND ASSOCIATION
(WHERE THERE'S FIRE. THERE'S HELP)
1,675
SIGN UPS TO MINDEROO
(AUSTRALIA’S FASTEST GROWING VOLUNTEER GROUP)
Source: Gemba brand impact study December 2021.
Minderoo Foundation database.
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