NRMA- CRASH TEST DRIVE

TitleNRMA- CRASH TEST DRIVE
BrandINSURANCE AUSTRALIA GROUP
Product / ServiceINSURANCE
CategoryA01. Corporate Information/Business Products & Services
EntrantWHYBIN\TBWA GROUP SYDNEY, AUSTRALIA
Entrant Company WHYBIN\TBWA GROUP SYDNEY, AUSTRALIA
Advertising Agency WHYBIN\TBWA GROUP SYDNEY, AUSTRALIA
Media Agency MEDIACOM Sydney, AUSTRALIA

Credits

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

Creative Execution

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.

Links

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