The Brief

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.

Creative Execution

Many of our target audience chose insurance purely on cost. NRMA offered a quality product that was more expensive. By inviting our target audience to help identify a part that was actually important to them and then give them the chance to interact with it at the right time, we managed to bring the problem and its solution to life. Ultimately, we convinced them that's it's not about what you pay, but what you're covered for.

Describe the creative solution to the brief/objective.

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.

Results

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.