The NRMA sets new benchmark for sustainable advertising with new EV campaign
The new NRMA campaign is also the winner of the SBS Media Sustainability Challenge which saw the hybrid funded national broadcaster encourage Australian brands to normalise sustainable behaviour and highlight better environmental practices for Australian consumers.
The challenge called on brands to rethink how sustainability is represented in marketing and to produce work that sparks positive change. Australia is making the switch to electric far slower than many other developed countries.
Last month, nine per cent of all new vehicles sold were Battery Electric Vehicles (BEV) and eight per cent of market share for 2025 year-to-date.
The NRMA has been a key supporter of the new technology as a means to deliver more choice to its members looking to purchase a vehicle. BEVs are cheaper to run, have now reached price parity with petrol and diesel vehicles and help reduce vehicle emissions.
The NRMA also leads the way nationally in building Australia's fast charging network.
As well as modelling sustainability in its messaging by encouraging Australians to make the switch to an EV, the ad was also made using sustainable production practices. Working with production partner 3rdspace, the NRMA embedded sustainability at every stage without compromising creativity or business objectives.
Key initiatives included:
- Remote-first location scouting and virtual casting to reduce travel and paper use
- EV carpooling for small, agile crew and local casting where possible
- Solar-powered generators for lighting and battery charging
- Vegetarian catering and refillable water bottles
- Post-production powered by renewable energy
- Virtual voice-over recording sessions
- Utilising cast’s own and recycled clothing
Fully recycled hard drives According to AdGreen, experts in reducing production emissions, the final carbon footprint for the shoot was just 1.98 tCO2e – 75% lower than average.
The campaign concept celebrates the joys of hitting the road sustainably. As more Australians make the switch to electric vehicles, the NRMA Electric fast charging network is connecting capital cities with regional communities. The NRMA now has 540 charging points from 292 EV chargers across 157 sites in every state and territory across Australia, with another 32 sites to come in the next six months, and even more in future.
“Winning the inaugural SBS Media Sustainability Challenge was about proving creativity and sustainability can co-exist. We learned what works, what doesn’t and where the industry needs to go next,” said Marie Ferrett, General Manager Brand and Reputation at the NRMA.
“We are incredibly proud to award the NRMA as the inaugural winner of the SBS Media Sustainability Challenge,” said Kate Young, National Manager of SBS CulturalConnect.
“In conceiving this challenge, we wanted to promote outstanding work which drives positive change and rethinks how brands can authentically drive sustainability in their advertising campaigns and the associated TV productions. The work by the NRMA in-house Creative Studio and 3rdspace, does exactly this and shows how Australian brands can lead when it comes to driving sustainability and change in consumer behaviour.”
Every EV switch saves 30 tonnes of CO2 over the life of the vehicle when charged using renewable energy sources - a powerful reminder of why this work matters. Beyond the award, the NRMA will amplify the ‘switch’ message across owned channels to its more than 3.4 million members, reinforcing its commitment to helping Australians go further sustainably.
The campaign launches on SBS on Monday, December 8. Watch it here.
