Title | THE CAR SERVICE WITH NOTHING TO HIDE |
Brand | NRMA |
Product / Service | MOTORSERVE CAR SERVICE |
Category | B04. Use of Ambient Media: Large Scale |
Entrant | GPY&R Sydney, AUSTRALIA |
Idea Creation | GPY&R Sydney, AUSTRALIA |
Media | MATCH MEDIA Surry Hills, AUSTRALIA |
Production | HABITAT MEDIA St Peters, AUSTRALIA |
Name | Company | Position |
---|---|---|
David Joubert | Young & Rubicam Group | Executive Creative Director |
Bart Pawlak | Young & Rubicam Group | Executive Creative Director |
Ben Coulson | GPY&R ANZ | Chief Creative Officer |
Jana Kotatko | NRMA | General Manager, Marketing |
Matt Siddons | NRMA | Head of Communications and Content |
Tom Stevenson | Young & Rubicam Group | Account Manager |
Sasha Firth | Young & Rubicam Group | Executive Director |
Steffi Huebel | Young & Rubicam Group | Senior Account Director |
Waqas Tahir | Young & Rubicam Group | Senior Planner |
Sam Yeomans | George Patterson Y&R | Agency Producer |
Brad Stapleton | George Patterson Y&R | Art Director |
David Barton | George Patterson Y&R | Copywriter |
Steven Iannello | George Patterson Y&R | Design Director |
Simon Fraser | NRMA | Senior Manager, Customer Communications |
Jenna Dacic | NRMA | Marketing Specialist, Customer Communications |
Wameedh Al-Araji | NRMA | Data Scientist and Big Data Analyst |
There are two types of mechanics in the world. The ones who rip you off. And NRMA MotorServe. Problem is, the public don’t know the difference. So we decided to show them by turning an ordinary outdoor site into a fully functioning NRMA MotorServe workshop. Drivers were lured off the road with a free car service. Their cars were driven onto our outdoor site, becoming part of our advertising. Then our NRMA mechanics did the rest, changing oil, replacing brake fluid, performing safety checks and even installing baby seats, all within full view of the public we wanted to convince. From there, our activation became our content. Interviews, roadtrip tales, customer testimonials, car maintenance ‘how to videos’ and photographs taken on the day were turned into pre-rolls, outdoor ads and digital display. They each spoke to our transparent experience, helped people find their nearest MotorServe and ultimately drove online bookings.
Our idea was a unique approach to creating content for direct communications. By identifying a residential catchment with receptive NRMA Members, we created a two-day activation event over a busy weekend that would snare a captive audience and use them as the ambassadors of our MotorServe brand. The content that we captured continued to fuel our direct communications for the next three months. On the day, video crews interviewed drivers and mechanics to create 30 SEC YouTube pre-rolls. A stills photographer captured images that were used in location-based outdoor executions, directing viewers to their nearest MotorServe. The images were also used in digital display and direct communications to the high-propensity group where they helped drive online bookings. Promo Staff handed out pamphlets and encouraged passersby to ‘Save $50 off their next car service’.
In just a few short months we’ve seen… 195% increase in branded search 12,000 new customers representing an overall increase of 19% $3.57 million in incremental revenue 18% decrease in cost per acquisition 380,000 views of our content videos
The NRMA outdoor activation is an excellent example of Direct Marketing based on a targeted approach. Using a ‘Lookalike’ analysis, we targeted new customers with a similar profile to our existing customers. This ensured that we were reaching out to a high-propensity group with a greater likelihood of purchase. The task was ambitious. Not only did we have to gain additional revenue YOY we were tasked to do that at a lower cost per acquisition. The campaign also had a promotional offer that enticed customers to switch from their auto-mechanic to NRMA MotorServe and continue their journey with us.
Our strategy was to challenge the category head-on. Most Australians believe mechanics are unscrupulous, overcharging for work when they haven’t done a thing. In comparison NRMA MotorServes are different. They believe in transparency and preventative care to give customers a fair go. So we needed an idea that could leverage these core qualities and show it to the public in an innovative way. The result was our NRMA MotorServe activation. We also added an offer to the campaign with the promotion “Save $50 off your next car service. Book now” that allowed us to measure direct response. Promo staff handed out leaflets on the day of our activation and the offer was also repeated on the website to encourage conversion from Digital display and YouTube pre-rolls.