| Title | NEW CAR OWNER'S MANUAL |
| Brand | APIA |
| Product / Service | APIA CAR ADVANTAGE INSURANCE |
| Category | B02. Consumer Products & Services |
| Entrant | DDB GROUP MELBOURNE, AUSTRALIA |
| Entrant Company: | DDB GROUP MELBOURNE, AUSTRALIA |
| DM/Advertising Agency: | DDB GROUP MELBOURNE, AUSTRALIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Grant Rutherford | DDB Group Melbourne | Executive Creative Director |
| Glen Dickson | DDB Group Melbourne | Group Creative Director |
| Ruben Cirugeda | DDB Group Melbourne | Group Creative Director |
| Ben Maher | DDB Group Melbourne | Copywriter |
| Ben Jelfs | DDB Group Melbourne | Art Director |
| Toni Horne | Toni Horne Illustration | Illustrator |
Our client was Australian Pensioner’s Insurance Agency (APIA). It’s insurance for the 50+ market. They had a great offer: new for old car replacement for all stolen vehicles. Our challenge was to cross-sell that offer to our existing home insurance database. But how do you bring the idea of getting a new car to life, and make the excitement ‘real’ for people?
Insurance is a famously dry category. And the 50+ demographic are often marketed to in an equally dry, clichéd way. This piece not only brought the reality of hopping into a new car to life in an unexpected way, it also left recipients with a smile on their faces. We treated them not like ‘aged Australians’, but as people with intelligence and a sense of humour.
We dramatised a human truth: new cars are great, but they do take a little getting used to. The ‘New car owner’s manual: Your guide to frequently encountered problems’ brought little issues everyone has when they jump into a brand new car to life. After all, they’re nice problems to have.
We achieved a 3.3 response rate in just three weeks with a 30% conversion rate.