The Campaign

Most Australians had no idea that there were hundreds of parts in their cars that weren’t automatically covered by their current insurer. 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. Instead of just telling people how many parts other insurers don’t cover, we decided to show them, by using the hundreds of uninsured parts to create an actual working car.

Success of the Campaign

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. the quality of enquiries is also outstanding; our conversion rate for motor insurance is 48%.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

To launch the idea, we used the actual uninsured parts as our advertising through TV, radio, online, press and outdoor. QR codes on press and outdoor sent people a list of their specific uninsured parts on their cars. People could play with parts in the real world too. We put fully functioning car stereos in bus shelters for consumers to control with their mobile phones. People used our website to guide our mechanics building the car. They suggested uninsured parts from their own cars, submitted mural designs, chose colours and even named the car. The result was a fully operating and drivable collection of literally hundreds of reasons to insure with us, not our competitors. We then took the completed car on a tour to our branches. For those who couldn’t see it first hand, we even created motion activated outdoor posters to let people explore it.