Results and Effectiveness

Over 115,000 people visited the Canvas2Kickass website during the campaign period. 23% came back a second time and 7% returned to the site on at least five occasions. The average time spent on canvas2kickass.com.au was over 5 minutes (compared to an average of 2 minutes and 22 seconds for similar sized sites), and 40% of all visits lasted for at least 3 minutes. Our campaign successfully won the attention and respect of this niche audience with outstanding performance against our key engagement metrics. There were over 108, 500 votes, 50,000 video views and 11, 700 comments.

Creative Execution

The idea behind Canvas2Kickass was deceptively simple: insure the uninsurable. We wanted to help a community of car fanatics to build their dream car and then insure it, proving that we were unlike any other insurer on the market. To do this we created an eight week competition, hosted on a microsite, in which car nuts could vote on each component of a modified car as it was built. Together, they chose the chassis, the engine, the sound system and even the colour. We brought in experts to install each part, and turned the whole process into a web-series, which unveiled the car week-by-week, bit-by-bit to the online audience. Then, as a grand finale, we gave our fans the chance to win the finished vehicle (fully insured, of course).

Insights, Strategy and the Idea

There were three specific objectives for the campaign: Engagement: Differentiate Just Car Insurance by creating Australia’s most engaging insurance campaign. Prospect Generation: Build a niche JCI community of car enthusiasts New Business: Grow GWP and New Business by 10% relative to 2009 performance. The engagement and prospect generation goals were not quantified. The broad target for Just Car insurance is young drivers, 18-25, Gen Y’s. These young consumers are famous for their capricious relationship with brands and their general apathy. They see car insurance as an expensive barrier, rather than a facilitator of driving. To appear truly credible, we needed to do two things. Firstly, we needed to immerse ourselves in their world; to become fluent in car modification and we needed to hand over control of the conversation to the enthusiasts themselves. We needed to put our consumers in the driver’s seat. And so became ‘Canvas 2 Kickass’.