NRMA-CRASHED CAR SHOWROOM

Short List
TitleNRMA-CRASHED CAR SHOWROOM
BrandINSURANCE AUSTRALIA GROUP
Product / ServiceINSURANCE
CategoryA03. Ambient media: large scale
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
Chris Mawson WHYBIN/TBWA GROUP SYDNEY Head Of Studio
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/Kiyo Nishimura Digital Arts Network Creative Technologist
Kristy Fransen WHYBIN/TBWA GROUP SYDNEY Tv Production
David Valderrama WHYBIN/TBWA GROUP SYDNEY Tech Development
Razif Djamaluddin Digital Arts Network Designer
Paul Walker Mediacom Group Account Director
Kevin Brown Digital Arts Network Technical Director
Engine/Fin Design 3d Development
Big Kahuna Imagineering Installation Development
Nylon Sound Development
Alfred Event Production
Eleven PR Additional company
Digital Arts Network Additional company

The Brief

2014 started with more deaths on Australian roads than ever before and followed a year when the road toll reached almost 2,000 people. As the country’s largest insurer we wanted people to start thinking about car safety before it was too late. Our approach got people to reappraise the cars they drive and buy based on safety ratings, rather than cosmetic features (like colour) which we know determine a majority of purchases. We also needed to generate leads and drive sales. Our audience was car owners, especially people currently in the car market or driving older cars.

Creative Execution

Custom-built using our own data, the interactive ambient experience gave people a first-hand demonstration of car safety, rather than simply saying it and captured valuable leads and sold insurance at the same time. An Oculus Rift simulator let people crash test cars with different safety ratings, showing how the rating can save lives. A dissected car filled with NFC chips explained essential safety features. Projection mapping showed collision damage. Eye-tracking technology demonstrated advanced braking systems. A hail gun consumers could fire tested the strength of car materials.

Describe the creative solution to the brief/objective.

We opened the Crashed Car Showroom, an ambient event demonstrating the importance of car safety ratings. Crashed cars filled the showroom and delivered our message, each one an interactive experience built using data from decades of crash tests and over 50 million insurance claims. Each installation gave people actionable safety advice. The entire showroom was also replicated online to reach a wider audience. Every visitor, online and onsite was a potential lead. The showroom emphasised the importance of quality insurance and showed safer cars equal lower premiums. Staff captured leads and got people to sign-up for insurance at the showroom.

Results

The ambient event and online showroom were incredible lead generators. The event saw 930,000 people in foot traffic, with staff capturing leads and encouraging visitors to make insurance purchases onsite. Almost three times as many people visited the online showroom. Visitors shared the custom-built experience on social media reaching a further 5,200,000 people. The showroom earned 46,000,000 media impressions, appearing on national TV news for over 11 minutes, on 127 radio stations and in every national newspaper – that’s enough media for every Australian to hear about our ambient event twice. The overall return on investment was 450%.