HOW AUSTRALIA’S LARGEST RISK MITIGATOR WAS CONVINCED TO TAKE ITS BIGGEST EVER RI

Creative Effectiveness Spike

Case Film

Presentation Board

TitleHOW AUSTRALIA’S LARGEST RISK MITIGATOR WAS CONVINCED TO TAKE ITS BIGGEST EVER RI
BrandINSURANCE AUSTRALIA GROUP
Product / ServiceNRMA INSURNACE
CategoryA01. Creative Effectiveness
EntrantWHYBIN\TBWA SYDNEY, AUSTRALIA
Entrant Company WHYBIN\TBWA SYDNEY, AUSTRALIA
Advertising Agency WHYBIN\TBWA SYDNEY, AUSTRALIA

Credits

Name Company Position
Revolver/Will O'rourke Production Company
Matt Devine/James Dive The Glue Society Director
Russ Tucker WHYBIN\TBWA GROUP SYDNEY Digital Creative Director
Peter Fitzhardinge WHYBIN\TBWA GROUP SYDNEY Managing Director
Bridget Cleary WHYBIN\TBWA GROUP SYDNEY Group Account Director
Bryony Marks WHYBIN\TBWA GROUP SYDNEY Account Director
Jonathon Pitcher WHYBIN\TBWA GROUP SYDNEY Head Of Print Production
Honae MacNeill WHYBIN\TBWA GROUP SYDNEY Head Of Broadcast
Dave Bowman WHYBIN\TBWA GROUP SYDNEY Executive Creative Director
Matty Burton WHYBIN\TBWA GROUP SYDNEY Executive Creative Director
Dave Brady WHYBIN\TBWA GROUP SYDNEY Creative Group Head/Head Of Art
Asheen Naidu WHYBIN\TBWA GROUP SYDNEY Creative Group Head/Head Of Copy
Craig Brooks WHYBIN\TBWA GROUP SYDNEY Art Director
Tammy Keegan WHYBIN\TBWA GROUP SYDNEY Copywriter

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…