NRMA Insurance Launches Help! and Tells Us That Australia is Dangerous, Really Really Dangerous

    By Katerin Pantaleon - Nov 10, 2020
    NRMA Insurance Launches Help! and Tells Us That Australia is Dangerous, Really Really Dangerous

    According to NRMA Insurance, Australia is more dangerous than ever. The seasons are becoming increasingly more volatile as the country faces higher risks of bushfires, storms, and floods. Furthermore, Australian households grew 5% over the last 4 years, but the number of uninsured homes grew more dramatically by 32%.

    So, this Christmas NRMA Insurance and CHE Proximity have launched Help! The Game–which aims to starts conversations and help Aussies understand the importance of insurance.

    “We’re always looking at new and innovative ways to help Australians understand risk and the value of insurance,” said NRMA Insurance Director of Content and Customer Engagement Zara Curtis. “What better way to capture the attention of Australian families this Christmas than by creating something that helps bring insurance to life in a fun and engaging way.”

    The boardgame mirrors life. Players buy houses, boats, cars, pets, and at every throw of the dice, they can risk it all by adding to their wealth or protecting what they have with a giant dome – NRMA Insurance. The player least impacted by floods, fires, theft, snakes, storms, tornados, and sometimes, bin chickens wins.

    “Interpreting the rules of a board game always creates debate around the table, so it’s exciting to be breaking category norms and consumer expectations with the launch of HELP! The Game. We’re excited to partner with Kmart this Christmas,” added Curtis.

    “HELP! The Game is a fun way to talk about something no one wants to talk about – insurance,” added Ant White, Chief Creative Officer at CHE Proximity. “After the year that we’ve had, Christmas felt like the right time to give the country something that can help make them safer and also bring friends and family together.”

    The boardgame is on sale at Kmart stores and available in e-commerce, with a portion of proceeds from each sale going towards supporting disaster relief and recovery for NRMA Insurance’s partner, Australian Red Cross.

    Help! launched via a series of films, OOH, social, digital, and PR. Over 30,000 games are available at helpthegame.com.au or in every Kmart store across NSW and QLD.


    Brent Smart, CMO
    Zara Curtis, Director of Content & Customer Engagement
    Sally Kiernan, Director, Brand
    Caroline Hugall, Group Brand Strategy Director
    Luke Farrell, Director of Marketing Operations
    Mahsa Merat, Creative & Innovation Specialist
    Anna Jackson, Brand Strategy Lead
    Sam McGown, Creative & Innovation Lead
    & all of IAG Marketing Team

    CHE Proximity
    Ant White, Chief Creative Officer
    Wesley Hawes Executive Creative Director – Syd
    Ashley Wilding, Creative Director
    Daniel Davison, Creative Director
    Nico Smith, Senior Art Director
    Mark Carbone, Senior Copywriter
    Zac Pritchard, Senior Copywriter
    Holly Alexander, Director, Strategic Production
    Darren Cole, Head of Design
    Reece Lawson, Digital Design Lead
    Michael McGregor, Designer
    David Halter, Chief Strategy Officer
    Nick Andrews, Head of Strategy
    Olivier Boulbain, Senior Technology Project Manager

    Chris Howatson, Group CEO
    Shane Holmes, Group Account Director
    Tyson Mahon, Senior Account Director
    Charles Todhunter, Senior Account Manager

    Production Credits Collider
    Murray Bell, Experience Director
    Andrew van der Westhuyzen, Creative Director
    Hugh Carrick-Allan, Technical Director
    Mitch Brown, Senior Designer
    Naomi Illand, Head of Studio Production
    Rachael Ford-Davies, Managing Director
    Brendan Keogh, Game Consultant
    Julian Frost, Jacky Winter Character Concept Illustrations
    Special T Card and Booklet Production
    Ted Esdaile-Watts, Principal Tech Creators Character, Object & Dome Manufacturing

    Film Production Heckler
    Heckler Film Production & Post
    Simon Rippingale Director
    Benja Harney Paper Engineer
    Bonnie Law Executive Producer
    Johnny Greally Producer
    Simon Higgins Director of Photography
    VFX Supervisor Jamie Watson
    Senior Editor Andrew Holmes
    Colorist Olivier Fontenay
    Brad Smith Senior Flame Artist
    Rumble Music Sound Design, Audio Production

    Mindshare Media Agency

    Thinkerbell PR & Earned


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