NRMA CAR CREATION

Gold Spike

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TitleNRMA CAR CREATION
BrandINSURANCE AUSTRALIA GROUP
Product / ServiceNRMA COMPREHENSIVE CAR INSURANCE
CategoryC01. Integrated Media Campaign
EntrantWHYBIN\TBWA GROUP Sydney, AUSTRALIA
Entrant Company:WHYBIN\TBWA GROUP Sydney, AUSTRALIA
Advertising Agency:WHYBIN\TBWA GROUP Sydney, AUSTRALIA
Media Agency:MEDIACOM Sydney, AUSTRALIA

Credits

Name Company Position
Matty Burton Whybin\TBWA Sydney Executive Creative Director
Dave Bowman Whybin\TBWA Sydney Executive Creative Director
Gavin McLeod Whybin\TBWA Sydney Creative Director
Russ Tucker Whybin\TBWA Sydney Digital Creative Director
Tammy Keegan Whybin\TBWA Sydney Copywriter
Craig Brooks Whybin\TBWA Sydney Art Director
Dean Hamilton Whybin\TBWA Sydney Copywriter
Hannes Ciatti Whybin\TBWA Sydney Art Director
Peter Fitzhardinge Whybin\TBWA Sydney Managing Director
Bridget Cleary Whybin\TBWA Sydney Account Director
Bryony Marks Whybin\TBWA Sydney Account Director
Merran Morton Whybin\TBWA Sydney Client Service Director
Serena Ryan Whybin\TBWA Sydney Digital Account Director
Evan Clements Whybin\TBWA Sydney Digital Producer
Asheen Naidu Whybin\TBWA Sydney Creative Group Head
Dave Brady Whybin\TBWA Sydney Creative Group Head
Hristos Varouhas Whybin\TBWA Sydney Executive PLanning Director
Rebecca Merrifield Whybin\TBWA Sydney Digital Executive Producer
Will O'Rourke Production Company
The Glue Society (James Dive/Matt Devine) Director
Honae MacNeill Whybin\TBWA Sydney Head of Broadcast Production
Lewis Benge Whybin\TBWA Sydney Creative Technologist

Results and Effectiveness

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%.

Creative Execution

To show the scale of uninsured parts, we created a car out of all the parts our competitors don’t cover. First, we used the actual uninsured parts as our advertising. Our TV, Radio, press, digital and outdoor created awareness of the problem. QR codes on press and outdoor sent users a list of parts on their own cars that weren’t covered by their insurer. We hung actual car parts from the ceilings in shopping malls. We had opinionator adshels asking people to vote on their favourite parts. We put a fully functioning car stereo in a bus shelter for consumers to control with their mobile phones. Through our website, people guided our mechanics building the car, suggesting parts, colours, mural designs and even names. We took the completed car to branches and even created a motion activated outdoor posters to let people explore it.

Insights, Strategy and the Idea

Our client, NRMA Insurance, wanted us to position them as having the best quality car insurance. Our target audience, which is basically all Australians with a car, saw NRMA as much the same as the other big insurers. They didn’t see a reason why they should choose one over the other. After in-depth research and a thorough competitor analysis, we discovered a truly ownable difference - there were hundreds of parts that we covered automatically, that our competitors didn’t. Clearly communicating this fact became our main objective. We decided that instead of telling people about this key difference, we would show them. We would build a car out of all the parts our competitors don’t cover. It was relevant to us, because it was our unique selling proposition and relevant to our audience because finally there was a real differentiating reason to choose an insurance company.