NRMA BUS SHELTER

Silver Spike

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TitleNRMA BUS SHELTER
BrandINSURANCE AUSTRALIA GROUP
Product / ServiceNSW COMPREHENSIVE CAR INSURANCE
CategoryA03. Best Use of Outdoor
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
Asheen Naidu Whybin\TBWA Sydney Creative Group Head
Dave Brady Whybin\TBWA Sydney Creative Group Head
Craig Brooks Whybin\TBWA Sydney Art Director
Hannes Ciatti Whybin\TBWA Sydney Art Director
Tammy Keegan Whybin\TBWA Sydney Copywriter
Lewis Benge Whybin\TBWA Sydney Creative Technologist
Michael Mcglynn Whybin\TBWA Sydney Creative Technologist
Peter Chen Whybin\TBWA Sydney Design Director
Evan Clements Whybin\TBWA Sydney Digital Producer
Serena Ryan Whybin\TBWA Sydney Digital Account Director
Bryony Marks Whybin\TBWA Sydney Account Director

Results and Effectiveness

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.

Creative Execution

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.

Insights, Strategy and the Idea

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. We found out exactly which parts people preferred the most, and used those parts as our advertising.