|Title||THE CAR SERVICE WITH NOTHING TO HIDE|
|Product / Service||MOTORSERVE CAR SERVICE|
|Category||B05. 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|
|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. Unfortunately, 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 auto-mechanic. Drivers were lured off the road. Their cars were driven onto our billboard, 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.
Our idea was a unique approach to creating content. 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 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 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
We turned an ordinary outdoor site into a fully functioning NRMA auto-mechanic workshop. Drivers were enticed off the road. Then they drove onto our billboard and our mechanics did the rest, changing oil, checking brake fluid and performing safety checks. The cars and the mechanics became part of our brand activation, proving that NRMA MotorServe mechanics have nothing to hide.
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 to leverage these core qualities of NRMA MotorServe and show it to the public in an innovative way. The result was our NRMA MotorServe activation.