Silver Spike

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CategoryB03. Consumer Services
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
Rebecca Merrifield Whybin\TBWA Sydney Digital Executive Producer
Lewis Benge Whybin\TBWA Sydney Creative Technologist

The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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%.

Explain why the method of promotion was most relevant to the product or service

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.