INCONVENIENCE STORES

Bronze Spike

Case Film

Presentation Image

TitleINCONVENIENCE STORES
ClientSWANN INSURANCE
Product / ServiceMOTORCYCLE INSURANCE
CategoryB03. Use of Ambient Media: Large Scale
EntrantCHE PROXIMITY Melbourne, AUSTRALIA
Idea Creation CHE PROXIMITY Melbourne, AUSTRALIA
Media Placement CHE PROXIMITY Melbourne, AUSTRALIA
PR CHE PROXIMITY Melbourne, AUSTRALIA
Production CHE PROXIMITY Melbourne, AUSTRALIA

The Campaign

Turning an everyday errand into an epic adventure, Swann ‘Inconvenience Stores’ opened at the end of Australia’s best rides. They were stocked with Swann’s own Inconvenient Products (milk, chocolate and toilet paper) that were free for riders and offered them a 10% insurance discount via a unique code. Getting the milk now meant getting on your bike for hours – in some cases days. A TVC announced the opening of the stores, and online maps and outdoor showed riders the way. With Social and PR, including radio interviews and press, magnifying the message, riders soon took to the road.

Creative Execution

The campaign began with the creation of four ‘Inconvenience Stores’ across Australia. The stores were located at the end of Australia’s most epic rides, rewarding those who went on the journey. The stores were fitted out with a bespoke branding experience, complete with retail features like wall stickers, shelf wobblers, sandwich boards, decals and in-store displays. Along with the stores, the Inconvenient Product Range was born. Made purely for riders, units of milk, chocolate and toilet paper were produced and stocked on the shelves at each Inconvenience Store. They were free for riders and offered them a 10% insurance discount to drive direct acquisition. Supporting the launch, a TVC announced the opening of the stores to the nation. This was reinforced through digital/social channels and online maps/comms that helped riders find their furthest store. Outdoor placements in far-off regional areas were also utilised, showing riders the way across the country.

Results

From entire clubs, to celebrities, enthusiasts and casual riders, all types on all kinds of bikes began going great distances to grab the milk – some even interstate. And Swann Insurance proved it understood riders better than anyone else, with the results to show for it. A key objective of the campaign was to drive lead acquisition in a new, innovative way. By creating a real-life product range in a category that only sells intangible products; as well as a reward for effort through a competitive offer, we were able to drive leads up 23%. This resulted in a revenue growth of 52.6% YOY. Online and brand engagement as a result of the campaign increased by 284% across the life of the campaign. What’s more, the campaign delivered a positive ROI of $1:$7.14 – for every $1AUD Swann Insurance spent, the campaign delivered $7.14.

Swann Insurance’s ‘Inconvenience Stores’ campaign was conceived to build the Swann brand and drive direct acquisitions. Bringing to life the ‘Another Reason to Ride’ brand platform, Swann Insurance – a specialist motorcycle insurer – created a series of stores at the end of Australia’s most epic motorcycle rides. Turning a quick trip into an epic adventure, they were stocked with Swann’s own dedicated range of Inconvenient Products (milk/chocolate/toilet paper). These products were free for riders, and designed to increase acquisitions with a 10%-off policy offer on the back.

We were talking to motorcyclists all over Australia. Awareness wasn’t an issue for Swann Insurance, but brand relevance was beginning to be. As an insurer, Swann’s core benefit is one of protection – protecting riders’ passion and their bikes. However, to truly make a difference in the category, Swann needed to do the opposite of what an insurer would do (reduce risk) and proactively enable riders to enjoy their passion to the fullest. Quantitative research showed that riders were using their motorbikes less as they grew older – with the average rider getting on their bike just twice a month. We spoke to riders and found that it wasn’t because they had lost their passion or enjoyment; it was simply that life would get in the way.

Credits

Name Company Position
Ant White CHE Proximity Chief Creative Officer
Joe Hill CHE Proximity Creative Director
Garret Fitzgerald CHE Proximity Creative Director
Sam Dickson CHE Proximity Senior Art Director
Cameron Bell CHE Proximity Senior Copywriter
Matt Alpass CHE Proximity Head of Craft
Julie Duff CHE Proximity Head of CHEP Films
Jen Livingston CHE Proximity Senior Producer
Matt Weston CHE Proximity Director
Liam Gilmour CHE Proximity DOP
Damian Capicchiano CHE Proximity Senior Editor
Matt Thompson CHE Proximity Sound Engineer
Tom Weller CHE Proximity Print Production Manager
Chris Howatson CHE Proximity CEO
Michael Titshall CHE Proximity Managing Director
Andrew Drougas CHE Proximity Chief Operating Officer
Bryce Coombe CHE Proximity Client Partner
Sophie Turner CHE Proximity Senior Account Manager
Nathan Rogers CHE Proximity Senior Planner
Attention+Influence Attention+Influence PR
Vaughan Coots Swann Insurance General Manager
Rita Ibrahim Swann Insurance Marketing Manager