THE SIDELINER SERIES

TitleTHE SIDELINER SERIES
ClientRACV
Product / ServiceSINGLE ITEM INSURANCE
EntrantOMD MELBOURNE, AUSTRALIA
Idea Creation OMD MELBOURNE, AUSTRALIA
Media Placement OMD MELBOURNE, AUSTRALIA

The Campaign

Our idea came from the insight that the abundance of tech, education opportunities, and emerging gig economies mean millennials no longer feel the need to follow traditional paths to success and personal fulfillment. Instead of following in their parents footsteps, they're pursuing their passions. Thus, we sought to connect millennials with people who know the most about what they love the most: Photography, Music & Gaming. By teaching them how to use their high value items like cameras, gaming consoles, or musical instruments better, we were able to link consumers with the insurance product in a contextual and creative way. The Sideliner Series was a multi-channel masterclass series created in partnership with Pedestrian, integrated acctoss native editorial content, led by expert talent and amplified across social, OLV, and experiential workshops.

Creative Execution

From March to July 2017 we facilitated three roving masterclasses on site at three relevant universities. Pre-Event, we ran native content across Pedestrian featuring the talent, EDMs, and display to solicit for masterclass signups. This was supported with on-ground university panels, and RRR community radio live reads. At Event, we enjoyed a 61% overdelivery on forecast attendance, live streaming across Facebook, Twitter and Instagram. Post Event, we redistributed the masterclass video content across the Pedestrian website and social channels, along with talent driven social drivers and wrap up native articles. As a secondary layer, we also ran a competition to win a 1 on 1 Mentoring session with the Masterclass Talent of your choice through Pedestrian assets.

69,720 Page views 3 million display and content impressions 145 masterclass attendees 03.16 average dwell time 90,006 video views 10,063 social engagements 2,353 clicks to RACV websites 3:1 ROI CTR: 0.12% (Pedestrian average 0.04%)

Traditionally, insurance campaigns are geared towards high reaching, performance driving channels to generate leads. However, RACV needed to adopt a new approach to drive consideration amongst the target consumer for Single Item Insurance: Millennial Victorians. RACV had never spoken to Millennials, and brand tracking told us millennials perceived RACV as a brand that was "for their parents", comparatively expensive, and with little relevance for their lifestyle. The Sideliner Series proved that creating relevant content, integrating with key media partners, could reach hearts, change minds, and generate real brand and business growth for RACV.

Our approach to comms as built around the principle of Authentically Attracting Interest. Authentic: influenced everything from publisher (Pedestrian, RRR community radio, Universities, talent) through to leading the campaign with organic, native content Attracting: Instead of promoting our product proposition out of context, we sought to attract and engage the target in and around what they love most, and use the generated content to scale up and pull millennials in to the conversation. Interest: was about finding natural opportunities to drive leads and marry RACV's Single Item Insurance product to their personal high value item.

Credits

Name Company Position
Maria Rando OMD Integration Director
Dervla McGivern Account Director
Links
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