| Title | CANVAS 2 KICKASS |
| Brand | JUST CAR INSURANCE |
| Product / Service | CAR INSURANCE |
| Category | A06. Best Use of Digital Media in a Promotional Campaign |
| Entrant | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
| Entrant Company: | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
| Sales Promotion/Advertising Agency: | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Ben Coulson | George Patterson Y&R | Executive Creative Director |
| Jim Ingram | George Patterson Y&R | Creative Director/Writer |
| Ben Couzens | George Patterson Y&R | Creative Director/Art Director |
| Stephen Joss | George Patterson Y&R | Digital Art Director |
| Luke Tellefson | George Patterson Y&R | Digital Producer |
| Beau Rushton | George Patterson Y&R | Digital Developer |
| Karley Cameron | George Patterson Y&R | Agency Producer |
| Bill Irving | George Patterson Y&R | Director/Editor |
| Julian Bell | George Patterson Y&R | Senior Account Director |
| Leah Champion | George Patterson Y&R | Senior Account Manager |
| Jenna Stafford | George Patterson Y&R | Account Manager |
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 idea behind Canvas2Kickass was deceptively simple: insure the uninsurable. 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).
Over 115,000 different people visited the Canvas2Kickass website during the campaign period. Of these, 23% came back a second time and 7% - more than 8,300 car enthusiasts – 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.
We saw a great opportunity for Just Car: if we could cast ourselves as the only car insurer that shared the target market’s passion for modified cars, we could move from being a “grudge purchase” to playing an active role in their obsession. Our strategic proposition became ‘Just Car is part of your car’. We wanted to create content for young car nuts that would help, rather than hider their car-ownership experience.