What you need to know

• NRMA Insurance has brought back Arlo the koala in a new campaign.
• The original campaign won a Gold Effie and Gold Tangram for Effectiveness.
• The marketing chief said continuing the creative idea was the "right thing" for the brand.

NRMA Insurance has brought back Arlo the koala for the next instalment of its ‘Every Home Is Worth Protecting’ campaign.

Created by The Monkeys, it follows young hero Sammy on his quest to protect koala homes as he joins forces with another child to create a koala sanctuary.

The campaign aims to build on the success of its highly-awarded predecessor, which won a Gold Effie at the 2020 Effectiveness Awards and a Gold Tangram for Effectiveness.

NRMA also credits the campaign as a factor in its recognition as the third strongest brand in Australia and the strongest insurance brand in the world, per the Brand Strength Index by Brand Finance.

The campaign as “simple, emotional and right for our brand,” said IAG chief marketing officer, Brent Smart.

“The koala work has been incredibly effective for our brand and business. We resisted the temptation for a shiny new creative idea and have doubled down on our commitment to this as a long idea that will keep building our brand.

“It's much easier to do new stuff," he added. "But the absolute right thing for our business is to make a koala ad."

The campaign includes out of home advertising, social and online assets. It was directed by Revolver’s Gary Freedman.