NRMA is driving record membership growth via its 'We're For' brand platform in collaboration with Saatchi & Saatchi

The NRMA has reported a surge in new memberships across its roads and rewards brands off the back of its "We're for" brand platform, created by its agency village, including Saatchi & Saatchi Australia.

In this interview with The Australian's The Growth Agenda, Victoria Doidge, NRMA Chief Membership Officer and Toby Aldred, Saatchi & Saatchi Managing Director, share insights into the creative process and how the business is building deeper connections with its members.

"The NRMA brand really stands for life's freedoms. If you think about why NRMA was created, it was to get Australians out and about on the road...We wanted to bring that to life through these campaigns and create something that would be a connective tissue across all the different ways we showed up. So we came up with 'we're for', because we're for all Australians," said Victoria Doidge, NRMA Chief Membership Officer.

“Where the brand lives on, is by continuing to provide and reflect the needs of the members, who have never needed membership associations and brands that look out for Australia as much as they do right now” added Toby Aldred, Saatchi & Saatchi Managing Director.

“The work [is] attainable everyday stories for Australians that are relatable. The benefit of that is it doesn’t just have to be a long-term play, it can, if it resonates immediately, it can create engagement immediately. And that’s very rewarding to see...It shows the benefit of doing emotional top of funnel-led advertising also being a wonderful short term bonus,” he added.

Read the full interview here.