Title | SAFETY HUB |
Brand | NRMA |
Product / Service | HOME INSURANCE |
Category | B01. UX & Journey Design |
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 |
Production 2 | IAG Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Ant White | CHE Proximity | Chief Creative Officer |
Daniel Davison | CHE Proximity | Creative Director |
Ashley Wilding | CHE Proximity | Creative Director |
Hamish Stewart | CHE Proximity | Creative Director |
Roma Stein | CHE Proximity | Operations Manager |
King Yong | CHE Proximity | Senior Editor |
Katena Valastro | CHE Proximity | Production Coordinator |
Kyla Bridge | CHE Proximity | Producer |
Trent Roberts | CHE Proximity | Head of Design |
Fabio D'Aguanno | CHE Proximity | Senior Designer |
Vanessa Saporito | CHE Proximity | Senior Designer |
David Halter | CHE Proximity | Chief Strategy Officer |
Matt Willcox | CHE Proximity | Head of Strategic Design |
Alec Barr | CHE Proximity | Senior Experience Planner |
Alyce Elia | CHE Proximity | Senior Experience Planner |
Laura Williams | CHE Proximity | Senior Experience Planner |
James Greaney | CHE Proximity | Director, Data Science |
Chris Howatson | CHE Proximity | Chief Executive Officer |
Lorraine Gormley | CHE Proximity | Client Partner |
Stephanie Agostino | CHE Proximity | Group Account Director |
Anthony Harca | CHE Proximity | Digital Products Director |
Callum Hoogesteger | CHE Proximity | Transformation Delivery Director |
Mark Gretton | CHE Proximity | Chief Technology Officer |
Devinder Singh | CHE Proximity | AdTech Solution Architect |
Abdollah Ebadi | CHE Proximity | Lead Mobile Developer |
Brent Smart | IAG | Chief Marketing Officer |
Caroline Hugall | IAG | Director, Brand Strategy |
Anna Rallos | IAG | Integrated Marketing Specialist |
Mitch Druitt | IAG | One to One Marketing Specialist |
Jason Ridge | IAG | Director, One to One Marketing |
Urs Kemmann | IAG | Iteration Manager |
Mark Lowing | IAG | Marketing Automation Platform Lead |
Gaurav Kakka | IAG | Senior Analyst |
Ludovic Barbier | IAG | Senior Analyst Programmer |
Blake Pilgrim | IAG | Marketing Operations Lead |
Peter Yen | IAG | Agile Coach |
Daniel Perry | IAG | Supply Chain Specialist |
Nathan Larkin | IAG | Supply Chain Specialist |
Elisa Nolf | IAG | Legal Manager |
16,964 safety tasks have been sent out with nearly 30% been completed. Hundreds of thousands of dollars of potential claims have been prevented. Most importantly, many Australian homes are now safer. Engagement with Safety Hub was double that of existing NRMA app and received unprecedented levels of customer satisfaction. · 79% of customers see NRMA Insurance as a more proactive insurer. · 68% feel more valued. · 82% Feel prepared to recover from an unexpected event. Comments: · “Excellent initiative, provided me with valuable knowledge on preventing future issues in my home: · “I never thought to check pipes under the sink. Brilliant idea” “Through the strategy and concept that CHEP Proximity developed, to the behaviourally-targeted, technical smarts that we executed through the Adobe Experience Could, Safety Hub is not just changing the relationship we have with our customers, it’s enabling safer living across the country.” Brent Smart, CMO IAG
The app was initially built as a working prototype for 2,000 customers in July. Giving us insights necessary to prove customers will engage with insurance if it provides them with personalized and relevant safety advice. It was an opportunity for us to connect with customers on an emotional rather than financial level. Our data sources were essential in making sure that connection was meaningful and engaging. Combining multiple data sources, we identified 156,000 high-risk customers susceptible to storm and cyclone, aging homes at risk of catastrophic internal flooding, and house fires. They were then invited to download Safety Hub. Then we paid them in cash to complete ‘Safety tasks’ designed to reduce their risk of disaster – and claiming. Behaviour was logged and analysed through Adobe Campaign and triggered the next best action for each customer, whether that was completing unfinished tasks or moving to the next one.