Brief Explanation

In Australia you can’t lend your mate your car and be insured unless you nominate them as a driver on your policy (which makes it more complicated and costs you more). Because of this many Australians either didn’t lend their car to friends, or ‘took the risk’ if they did. NRMA Insurance, on the other hand, covers anyone who drives your car. To prove it we gave a guy called Tom a car. The only condition, he had to share it with Australia. People could flag him down, find him on Twitter, listen to radio updates, check our website’s Google map update or visit Facebook. The car was fitted with a series of cameras, that then generated the content we used to create our TV spots. Plus we offered people the chance to win the car, by registering. In an increasingly competitive environment for car insurance, with only 28% of the budget of NRMA Insurance’s previous campaign, this campaign: • Was 3.5 times (350%) more efficient at generating calls than the previous campaign • Consequently saved NRMA Insurance $2.875m in unnecessary media. • Resulting additional sales: 17% more than Unworry during campaign period; an additional $3.089m revenue.