INCONVENIENCE STORES

Bronze Spike

Demo Film

Presentation Image

TitleINCONVENIENCE STORES
ClientSWANN INSURANCE
Product / ServiceMOTORCYCLE INSURANCE
CategoryE03. Special Build
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

Brief Explanation

Turning an everyday errand into an epic adventure, the Swann Insurance Inconvenient Product Range was developed and stocked at ‘Inconvenience Stores’ at the end of Australia’s best rides. These physical stores were located hundreds of kilometres from Australia’s major cities and were fitted out with traditional point of sale: sandwich boards, flags, shelf wobblers and fridge decals. The Inconvenient Products (milk, chocolate and toilet paper) were free for riders and offered a 10% insurance discount via a unique code. Getting the milk meant getting on your bike for hours – in some cases, days. A TVC announced the opening of the stores and online maps showed the furthest routes. This was accompanied by outdoor placements– supported by social and pr. Riders took to the road to pick up the basics. From clubs, to enthusiasts and novices, all types on all kinds of bikes were engaged by the campaign.

Execution

The inconvenience Stores themselves were a real-world interactive experience. Created in the style of traditional small-town stores, these ambient spaces were designed with the intent of giving riders a real excuse to fire up their bikes and ride for great distances. Upon arrival, riders could pick up an inconvenient product (milk/chocolate/toilet paper) for free and use the unique code on the back to obtain a discount on Swann Insurance.

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