Results and Effectiveness

The motion activated outdoor posters were hugely successful with an average of over 5000 daily interactions. Even more impressive is that the average engagement time with the poster was five and a half minutes. As part of a larger campaign the digital posters 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 created a car out of all the parts our competitors don’t cover. For those who couldn’t experience the finished car first hand, we needed something that would be as exciting and engaging as interacting with the real thing. So, we created motion activated outdoor posters with an exact 3D replica of our car, matched part by part. The poster let people interact with the car through motion gestures. A lean or step left and right would pivot the camera around the car in that direction. A step forward or backwards would move you closer or further away. People could use hand gestures to interact with certain components such as the doors or the boot, actually opening them. They could then enter the vehicle and explore the interior in a similar fashion and even watch a video of how the car was made on the DVD player inside the car.

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 important these parts were. 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.