COVER YOUR BEHIND

TitleCOVER YOUR BEHIND
ClientRACV
Product / ServiceSINGLE ITEM INSURANCE
CategoryB04. Use of Ambient Media: Small Scale
EntrantOMD MELBOURNE, AUSTRALIA
Idea Creation OMD MELBOURNE, AUSTRALIA
Media Placement OMD MELBOURNE, AUSTRALIA

The Campaign

with only 2% of millennials buying Single Item Insurance, and brand tracking revealing that Millennail perceptions of RACV were that it was "for their parents", comparatively expensive, and not a brand that reflected their lifestyle all represented significant challenges. Hence, finding relevance with a disengaged target was a key concern: we sought to engage with the target in a way that added value to them in context, and cut through creatively. Finally, understanding that the target saw insurance generally as a cost rather than an asset, we wanted to develop an execution that demonstrated, even in a literal way, the benefit of "being covered" for unexpected events.

Creative Execution

Over the course of two days accross rainy winter in the Greater Melbourne Metro area, promotional staff covered parked bike seats with 8000 bespoke (pun intended!) rain-proof branded covers. The assets featured a price point and call to action to a unique URL, allowing us to measure the effectiveness of the tactic.

227% increase in website traffic the day of executions 166% increase in quote generations on the day of executions Uplift across the next four days saw an average uplift of 14.4% accross paid, organic direct and referral traffic Plus, we were excited to see earned media on instagram and snapchat stories of people using the seat covers, well after the campaign ended.

This execution exemplifies how smart, innovative media ideas can deliver utility to consumers, and growth for brands.

Insights, Strategy and the Idea

Bike owners and users are a diverse bunch - from students on fixie bikes, young professionals on hybrid mountain bikes, through to MAMILs on high performance road bikes, no one channel, passion point or platform provided cost effective reach without significant risk of wastage. To solve this challenge, we created an innovative new ambient channel that provided real use for the consumer, deomstrated the value of "being covered" in a small and lighthearted way, and created brand impact for cyclists and passers by alike.

Credits

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