| Title | INCONVENIENCE STORES |
| Brand | SWANN INSURANCE |
| Product / Service | MOTORCYCLE INSURANCE |
| Category | E03. Special Build |
| Entrant | CHE 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 |
| 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 |
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.
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.