For many Australians, a car is part of everyday family life. It gets children to school, takes families to celebrations, helps parents get where they need to be and keeps people connected to the people and places that matter.
Understanding this role was central to Every Trip Matters, a new multi-language campaign from NRMA Roadside Assistance developed in partnership with CulturalPulse.
From customer data to cultural insight
Analysis of NRMA Roadside Assistance’s 3.4 million members found that Chinese and Indian Australians were under-represented within its membership base relative to their representation among Australian drivers.
This identified a clear opportunity: to better understand these communities and rethink how NRMA Roadside Assistance could build relevance and consideration with them.
Rather than simply translating existing communications, the campaign was developed with cultural relevance embedded across the customer journey — from the stories and language used in creative, to the media channels and community networks used to reach audiences.
Every Trip Matters is NRMA Roadside Assistance’s first fully in-language campaign, with communications developed in Hindi, Punjabi, Mandarin and Cantonese, alongside English.
The campaign features community members telling authentic stories about everyday car use and what their vehicles mean to their families, supported by audience-led media, dedicated in-language landing pages, community engagement and a network of community brand ambassadors.
“Our response wasn’t to simply translate our existing marketing. We wanted to create communications that reflected the experiences of these communities and the role their cars play in everyday life.”
— Kate McBean, General Manager of Marketing, NRMA Roadside Assistance
Beyond translation
For CulturalPulse, Every Trip Matters demonstrates what is possible when cultural intelligence is applied beyond audience identification or language translation.
By bringing together customer data, cultural insight, community voices, in-language creative, multicultural media and community engagement, brands can uncover opportunities to build stronger relevance with culturally diverse Australians.
As Rohan Nayee, Head of Client Service at CulturalPulse, explains:
“For Every Trip Matters, that means creating content in language, but also ensuring the campaign is delivered through media and channels that are most relevant. Perhaps
most importantly, we partnered with and featured community members to tell authentic stories of everyday car use and what it means for their families.”
The result is a campaign that aims to meet audiences not only in their language, but in the cultural contexts, stories and channels they know and trust.
Featured in the industry press
The Every Trip Matters campaign has been featured across Australia’s leading advertising and marketing publications:
