Title | NRMA BUS SHELTER |
Brand | INSURANCE AUSTRALIA GROUP |
Product / Service | NSW COMPREHENSIVE CAR INSURANCE |
Category | A03. Best Use of Outdoor |
Entrant | WHYBIN\TBWA GROUP Sydney, AUSTRALIA |
Entrant Company: | WHYBIN\TBWA GROUP Sydney, AUSTRALIA |
Advertising Agency: | WHYBIN\TBWA GROUP Sydney, AUSTRALIA |
Media Agency: | MEDIACOM Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Matty Burton | Whybin\TBWA Sydney | Executive Creative Director |
Dave Bowman | Whybin\TBWA Sydney | Executive Creative Director |
Gavin Mcleod | Whybin\TBWA Sydney | Creative Director |
Russ Tucker | Whybin\TBWA Sydney | Digital Creative Director |
Asheen Naidu | Whybin\TBWA Sydney | Creative Group Head |
Dave Brady | Whybin\TBWA Sydney | Creative Group Head |
Craig Brooks | Whybin\TBWA Sydney | Art Director |
Hannes Ciatti | Whybin\TBWA Sydney | Art Director |
Tammy Keegan | Whybin\TBWA Sydney | Copywriter |
Lewis Benge | Whybin\TBWA Sydney | Creative Technologist |
Michael Mcglynn | Whybin\TBWA Sydney | Creative Technologist |
Peter Chen | Whybin\TBWA Sydney | Design Director |
Evan Clements | Whybin\TBWA Sydney | Digital Producer |
Serena Ryan | Whybin\TBWA Sydney | Digital Account Director |
Bryony Marks | Whybin\TBWA Sydney | Account Director |
In the first month we got over 7000 outdoor interactions a day. Which helped us gain a 40% increase in Facebook traffic. As part of a larger campaign the bus stop stereos resulted in over 1.3 million enquiries in the first 7 weeks. And the quality of enquiries is outstanding; our conversion rate for motor insurance is 48%. This is a great start to a campaign, which will continue until September 2012.
We did it in two phases. Phase1: We ran interactive ‘Opinionator’ metrolites to find out which parts people thought were the most important. Phase 2: We then took the most popular parts, car stereos, and turned them into fully interactive bus stops. We installed custom stereos, with real speakers, in high-traffic bus shelters. By scanning QR codes, commuters could control the playlist and speakers on their mobiles. From there, they were directed to our mobile site where they could discover which parts of their own cars weren’t covered by their current insurer and call for a quote.
Most Australians had no idea that there were hundreds of parts in their cars that other insurers considered to be ‘extras’, and didn’t actually cover. We needed to remind them just how emotionally attached they actually were to some of these parts. If we could do this, the fact that NRMA was the only insurer that automatically covered their parts became an even more powerful reason to switch. We found out exactly which parts people preferred the most, and used those parts as our advertising.