| Title | THE CAR SERVICE WITH NOTHING TO HIDE |
| Brand | NRMA |
| Product / Service | MOTORSERVE CAR SERVICE |
| Category | E03. Special Build |
| Entrant | YOUNG & RUBICAM BRANDS Sydney, AUSTRALIA |
| Idea Creation | YOUNG & RUBICAM BRANDS 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 set out to show them. We took an ordinary outdoor site and turned it into a fully functioning MotorServe workshop. Drivers were lured off the road. Their cars were driven onto our billboard/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 drove online bookings.