The Brief

Most Australians had no idea that there were literally hundreds of parts in their cars that other insurers considered to be ‘extras’, and didn’t actually cover. We wanted to not only make them aware of this, but to get them to switch to NRMA, since we’re the only insurance company that automatically covers all the parts that others don’t. We decided to turn this unique proof point into a physical demonstration of the superiority of our product.

Creative Execution

Many of our target audience chose insurance purely on cost. NRMA offered a quality product that was more expensive. But by actually showing and letting people interact with the hundreds of parts that other insurers don’t cover, and then using those very parts to create our car, we were able to bring the problem and its solution to life and convince them that's it's not about what you pay, but what you're covered for.

Describe the creative solution to the brief/objective.

To show the sheer number of parts other insurers didn’t cover, we set out to build a car out of them. A fully integrated campaign launched the idea and invited people discover which parts of their own cars weren’t covered by their current insurer and to submit them to help create our car. They could also submit designs, colours and even name the car. We then promoted the completed car like a new car launch and made it the star of the ongoing campaign. It quickly became an iconic reminder of how much better our product was.

Results

NRMA operates in the state of New South Wales (NSW). The total population in NSW is 7.2 million people. The total car insurance market in NSW is 4.8 million, based on the number of registered cars. So far, this campaign has generated 4.1 million enquiries via phone, branches and website visits. And the quality of enquiries is outstanding; our conversion rate for motor insurance is 48%.