Title | NRMA- CRASH TEST DRIVE |
Brand | INSURANCE AUSTRALIA GROUP |
Product / Service | INSURANCE |
Category | A01. Corporate Information/Business Products & Services |
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/Dave Bowman | WHYBIN/TBWA GROUP SYDNEY | Executive Creative Directors |
Russ Tucker | Digital Arts Network | National Digital Creative Director |
Peter Galmes | WHYBIN/TBWA GROUP SYDNEY | Creative Director |
Jonathon Owens | WHYBIN/TBWA GROUP SYDNEY | Art Director |
Richard Shaw | WHYBIN/TBWA GROUP SYDNEY | Copywriter |
Hristos Varouhas | WHYBIN/TBWA GROUP SYDNEY | Executive Planning Director |
Peter Fitzhardinge | WHYBIN/TBWA GROUP SYDNEY | Managing Director |
Thijs Van Dam | WHYBIN/TBWA GROUP SYDNEY | Account Director |
Sean Gardner | Digital Arts Network | Associate Executive Producer |
Ben X Tan | Digital Arts Network | Creative Technologist |
Chris Mawson | WHYBIN/TBWA GROUP SYDNEY | Head Of Studio |
Kevin Brown | Digital Arts Network | Technical Director |
Fin Design | 3d Development | |
Nylon | Sound Development | |
TBWA TV | Tv Production | |
Alfred | Event Production | |
Big Kahuna Imagineering | Installation Development |
A custom-built simulator led our multi-platform campaign. To make car safety a national priority, we let the public, journalists and TV presenters crash test different cars. Using Oculus Rift and Unity 3D graphics they became crash test dummies and crashed two cars at 60km/h. One had a 2 star safety rating; the other a 5 star rating, showing how the rating could save their life. The crash physics were built using data from decades of crash tests and 50 million insurance claims. We then re-created the experience online, using PR, content and pre-roll to get the nation to experience the safety message.
We put car safety back on the national agenda. The experience saw 930,000 people in foot traffic with three times the number of people visiting the online experience. Social media reached a further 5,200,000. The campaign and its safety message earned 46,000,000 media impressions, appearing on seven national TV news for over 11 minutes, 127 radio stations, in every national newspaper and online around the world – that’s enough impressions for every person in Australia to experience the idea twice. It achieved a ROI of 450% and turned a large insurance company into a brand looking out for every Australian’s safety.
2014 started with more deaths on Australian roads than ever before. As the country’s largest insurer we wanted people to start thinking about car safety and make it a national priority. We created a multi-platform campaign that got people to reappraise the cars they drive and buy based on its safety ratings, rather than cosmetic features (like colour) which we know determine a majority of car purchases. We custom-built an experience letting people take different cars on a crash test drive. Using Oculus Rift and a real car with synchronised hydraulics, people crash tested cars with different safety ratings, seeing and feeling exactly how a better rating could save their life. The immersive simulator was also re-created online. On the back of this unique digital experience an entire campaign was built. We launched the simulators message through PR, with targeted pre-rolls, radio and proximity advertising raising awareness of our message.