The Campaign

2014 started with more deaths on Australian roads than ever before and followed a year when the road toll reached 2,000 people. As the country’s largest insurer we wanted to change consumer behaviour and get people to start thinking about car safety before it was too late.We launched a PR campaign that got people to reappraise the safety of the cars they drive and buy based on safety ratings, rather than cosmetic features (like colour) which our research found determines a majority of purchases. We opened the Crashed Car Showroom, an experiential experience demonstrating the importance of car safety ratings. Crashed cars fitted with custom-built interactive technology delivered our message. Each experience was based on data from decades of crash tests, 50 million insurance claims and commissioned research. An Oculus Rift simulator let people crash test different cars. A dissected car and NFC chips explained essential safety features. Projection mapping showed collision damage. Eye-tracking technology demonstrated advanced braking systems. A hail gun tested car materials. The entire experience was recreated online to reach a wider audience. PR launched the showroom, drove visits and delivered our safety message. On the opening morning we released our research to media and invited them to experience the showroom and conduct interviews. The showroom earned 46,000,000 media impressions, appearing on national news for over 11 minutes, on 127 radio stations and in every national newspaper – triggering a media discussion on car safety and putting safety top of mind in consumers, helping to changing behaviour.

The Brief

We wanted Australians to think more about car safety and reappraise the cars they drive. The target audience was anyone who owned a car, especially people currently in the car market or drivers with older vehicles.To achieve this goal, we first needed to make people realise there was an issue. So we analysed research from decades of crash tests and data from 50 million insurance claims. We then commissioned our own research which showed the gap between the number of people who claim safety is their first priority and the shocking lack of safety knowledge among those same drivers.

Results

We got safety back on the national agenda. Through PR the event and its message earned 46,000,000 media impressions, appearing on seven national news shows for over 11 minutes. It was discussed on 127 radio stations, written about in every national newspaper and online around the world – that’s enough impressions for every Australia to experience the campaign twice. The showroom saw 930,000 people in foot traffic, with three times as many people visiting online. Visitors generated social media reached a further 5,200,000 people. Making our combined reach over 55,000,000 impressions. Importantly it started a media debate on road safety, putting it top of mind for every Australian, influencing consumer behaviour.The event also made people think differently about the brand. Getting positive national coverage for a company usually targeted for rate hikes was amazing. Nothing could have done the brand more good than showing it's looking out for every Australian.

Execution

To get Australians to think more about car safety, and change their reasons for buying cars, we opened the Crashed Car Showroom in Sydney’s CBD. Having mined claims data and commissioned consumer research into the nations knowledge of car safety, we used our findings to turn crashed cars into interactive safety experiences. On the opening morning, we released our research to media. At an exclusive preview we invited a cross section from news, motoring, technology and parenting titles to experience the showroom and conduct interviews. We provided TV crews with footage of each installation and press packs containing the statistical results, fact sheets and background information. Following this preview the showroom was open to the public. After the initial coverage, more media outlets wanted to cover the showroom. As a result we changed our plan from a single media event to running exclusive events while the showroom was open.

The Situation

NRMA Insurance is Australia’s largest insurer. It also has an internal research centre that focuses on driving behaviour and tests the safety level of every car. Before this campaign, decades of research from crash test and data from 50 million claims had only been used internally. The opportunity was to use our research to improve the nation’s safety knowledge and begin to change behaviour towards choosing safer cars. It was also a chance to change the negative public perception of a large insurance company and turn them into a positive brand that wants to keep every Australian safe.

The Strategy

We turned a story about insurance into a story about safety. To begin we analysed the company’s data, we then commissioned research into the number of people who claim safety is their first priority, but then buy cars based purely on cosmetic features – like colour. The numbers were staggering. Following this, further investigation showed this is due to a shocking lack of safety knowledge among Australian drivers with two thirds not knowing what ABS (Anti-lock Braking System) were. The Crashed Car Showroom used our research and data to educate Australians about car safety technology, helping them make their current cars safer or choose safer cars in the future. We gave the research results to media at a special preview event, giving them a chance to interview our research centre experts, try out the interactive exhibits and craft their own stories about car safety.