MY CAR IS YOUR CAR

Silver Spike
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TitleMY CAR IS YOUR CAR
ClientIAG: NRMA, SGIO, SGIC
Product / ServiceCAR INSURANCE
CategoryB02. Consumer Products & Services
EntrantWHYBIN\TBWA\TEQUILA\ Sydney, AUSTRALIA
Entrant Company:WHYBIN\TBWA\TEQUILA\ Sydney, AUSTRALIA
Sales Promotion/Advertising Agency:WHYBIN\TBWA\TEQUILA\ Sydney, AUSTRALIA

The Brief

To get as many Australians as possible to experience NRMA’s unique product benefit. They’re the only insurer in the country that lets you lend your car to a friend, and even if they’re not nominated on your policy, still covers you. To prove it, anyone in the country could drive the promotional car and win one just like it.

Describe how the promotion developed from concept to implementation

In Australia, you can’t lend your mate your car unless you nominate them on your insurance. But Australians didn’t know this. To prove that we cover anyone who drives your car, we made the product point itself the medium through which we would communicate, giving a guy called Tom a car on the condition that he shared it with the entire country (that’s 21 million people). It was also fitted with a series of cameras, that generated content we could then use to create TV spots, online and above the line communications. Everything from the campaign came from product demonstration.

Explain why the method of promotion was most relevant to the product or service

In this world first, every time someone flagged him down and got behind the wheel of the car, we got more content. This fun and engaging content then became our TVCs, which were then broadcast to tell more people where to find Tom and his car so they could have a drive. Consumers could also locate Tom (and his car) on Twitter, couldn’t hide. We also integrated a competition in which consumers could win their own car, which was skinned with all the profile pictures of their Facebook friends (who they’d inevitably have to share the car with).

Credits

Name Company Position
WHYBIN\TBWA\TEQUILA\ SYDNEY
INTEGER
PLAZA FILMS Production Company