INCONVENIENCE STORES

Short List
TitleINCONVENIENCE STORES
ClientSWANN INSURANCE
Product / ServiceMOTORCYCLE INSURANCE
CategoryB02. 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 an 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.

The Brief

Overall budget $15,000 spent on production. • Head hours - $25,0000 • Post Production - $30,000 • Production - $80,000 • POS production – $5,000 • Milk product production - $5,000 • Toilet paper production – $2,500 • Chocolate bar production - $2,500 $105,000 spent on paid media. • TV $95,000 • Regional OOO - $5,000 • Trade press magazines - $3,000 • Digital - $1000 • Social amplification - $1000

Creative Execution

The campaign began with the creation of 4 ‘Inconvenience Stores’ across Australia. The stores were located at the end of epic rides, rewarding those who went on the journey. They were fitted out with a bespoke branded experience, complete with retail features like wall stickers, shelf wobblers, sandwich boards, fridge decals and displays. To complete the store experience, we created Inconvenient Products. Made purely for riders, units of milk, chocolate & toilet paper were produced and stocked on the shelves. They were free for riders and offered a 10% insurance discount via a unique code to drive direct acquisition. Supporting the launch, a TVC announced the opening of the stores to the nation. This was reinforced through digital and social channels and the creation of online maps that helped riders find their furthest store. Outdoor placements in far-off regional areas were also utilised, showing riders the way across the country.

Describe the success of the promotion with both client and consumer including some quantifiable 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. The campaign saw an increase in leads of 23%. Online engagement increased by 284% and revenue grew by 52.6% from the previous year. The campaign delivered a positive ROI of $1:$7.14 – for every $1AUD Swann Insurance spent, the campaign delivered $7.14.

Explain why the method of promotion was most relevant to the product or service

Swann Insurance’s ‘Inconvenience Stores’ is a brand led activation at its core. To bring 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. They were stocked with Swann’s own dedicated range of Inconvenient Products (milk/chocolate/toilet paper). These ‘Inconvenience Stores’ turned an everyday errand like going to the shops for the milk, into a reason for riders to get on their bikes and enjoy their passion.

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. 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 got in the way. This insight solidified Swann’s role beyond protection – to enable reasons to ride.

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