Title | NRMA-CRASHED CAR SHOWROOM |
Brand | INSURANCE AUSTRALIA GROUP |
Product / Service | INSURANCE |
Category | A03. Ambient media: large scale |
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 |
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 |
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.
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.
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.
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%.