Brief Explanation

You trawl through your competitors’ product disclosure statements and discover that they don’t insure drivers for parts that are covered as standard in your insurer’s policy. From this you devise and present a creative idea to build a working car out of the parts that other insurers don’t cover. The client, Australia’s most conservative and risk adverse publically listed insurer (risk management is the business they are in) asks you is this possible? You say “absolutely” all the while knowing that it has never been done before. Upon go-ahead you discover that you’ll need eight car mechanics working full time to try and build a working car (from scratch) made of 30,000 individual parts from 52 different car models. To make it a little more interesting you decide to do it all in the full public eye with cameras streaming the build and people voting live on what parts should be included. Against the most oppressive category conditions, the business demands you deliver in excess of 3 million customer enquiries within 8 months. In a market of 4.8 million available customers – all of which renew at different times of the year – this was equivalent to engaging 93.75% of the available audience. There is no room for failure. Feeling brave? Read on…