| Title | NRMA CAR CREATION |
| Brand | INSURANCE AUSTRALIA GROUP |
| Product / Service | NRMA COMPREHENSIVE CAR INSURANCE |
| Category | C01. Integrated Media Campaign |
| Entrant | WHYBIN\TBWA GROUP Sydney, AUSTRALIA |
| Entrant Company: | WHYBIN\TBWA GROUP Sydney, AUSTRALIA |
| Advertising Agency: | WHYBIN\TBWA GROUP Sydney, AUSTRALIA |
| Media Agency: | MEDIACOM Sydney, AUSTRALIA |
| 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 |
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%.
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.
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.