Title | NRMA CAR CREATION |
Brand | INSURANCE AUSTRALIA GROUP |
Product / Service | NRMA COMPREHENSIVE CAR INSURANCE |
Category | C01. Integrated Campaign Led by Promo & Activation |
Entrant | WHYBIN\TBWA GROUP Sydney, AUSTRALIA |
Entrant Company: | WHYBIN\TBWA GROUP Sydney, AUSTRALIA |
Sales Promotion/Advertising Agency: | WHYBIN\TBWA GROUP 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 |
Asheen Naidu | Whybin\TBWA Sydney | Creative Group Head |
Dave Brady | Whybin\TBWA Sydney | Creative Group Head |
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 |
Merran Morton | Whybin\TBWA Sydney | Client Service Director |
Bridget Cleary | Whybin\TBWA Sydney | Account Director |
Bryony Marks | Whybin\TBWA Sydney | Account Director |
Serena Ryan | Whybin\TBWA Sydney | Digital Account Director |
Evan Clements | Whybin\TBWA Sydney | Digital Producer |
Honae MacNeill | Whybin\TBWA Sydney | Head Of Broadcast Production |
Hristos Varouhas | Whybin\TBWA Sydney | Executive Planning Director |
Will O'Rourke | Production Company | |
The Glue Society (James Dive/Matt Devine) | Director | |
Lewis Benge | Whybin\TBWA Sydney | Creative Technologist |
Danny Mcgillick | Whybin\TBWA Sydney | Creative Technologist |
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.
To show the scale of uninsured parts, we created a car out of all the parts our competitors don’t cover. To launch the idea, we used the actual parts. We hung them in shopping malls, had mobile activated car stereos in bus shelters and QR codes on press and outdoor, which sent users lists of their uninsured parts. People used our website to guide our mechanics building the car, by suggesting parts, submitting mural designs, choosing colours and even suggesting names for a chance to win. We took the completed car to branches and even created motion activated outdoor posters to let people explore it.
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%.
Many of our target audience chose insurance purely on cost. NRMA offered a quality product that was more expensive. But by actually showing and letting people interact with the hundreds of parts that other insurers don’t cover, and then using those very parts to create our car, we were able to bring the problem and its solution to life and convince them that it’s not about what you pay, but what you’re covered for.