Title | COVER FOR THEIR OVERCONFIDENCE |
Brand | RACV |
Product / Service | PET INSURANCE |
Category | B02. Use of Ambient Media: Small Scale |
Entrant | CHE PROXIMITY Melbourne, AUSTRALIA |
Idea Creation | CHE PROXIMITY Melbourne, AUSTRALIA |
Media Placement | OMD MELBOURNE, AUSTRALIA |
PR | CHE PROXIMITY Melbourne, AUSTRALIA |
Production | CHE PROXIMITY Melbourne, AUSTRALIA |
Production 2 | FINCH Melbourne, AUSTRALIA |
Name | Company | Position |
---|---|---|
Ant White | CHE Proximity | Chief Creative Officer |
Glen Dickon | CHE Proximity | Executive Creative Director |
Cameron Bell | CHE Proximity | Creative Director |
Sam Dickson | CHE Proximity | Creative Director |
Garret Fitzgerald | CHE Proximity | Creative Director |
Jen Livingston | CHE Proximity | Senior Producer |
Nina Weiss | CHE Proximity | Production Assistant |
Matt Thompson | CHE Proximity | Sound Engineer |
Olivier Ledoux | CHE Proximity | Online Editor |
Callum McGregor | CHE Proximity | Designer |
Chris Howatson | CHE Proximity | Chief Executive Officer |
Jamal Cassim | CHE Proximity | Client Partner |
Emily Gray | CHE Proximity | Group Account Director |
Danish Chan | CHE Proximity | Director, Brand & Culture |
Sarah Cox | CHE Proximity | Account Manager |
Sophie Doyle | CHE Proximity | Social Lead |
Henry Clarke | CHE Proximity | Social Creative |
Pravina Kumar | CHE Proximity | Senior Operations Manager |
Avery Clark | CHE Proximity | Production Manager |
David McNeil | CHE Proximity | Retoucher |
Georgia Wright | CHE Proximity | PR Director |
Barton Zaia | CHE Proximity | Senior PR Account Manager |
Alex Roberts | FINCH | Director |
Corey Esse | FINCH | Executive Producer |
Jackie Adler | FINCH | Producer |
Matt Toll | FINCH | DOP |
Rod Bellart | ARC Edit | Editor |
Garth Oriander | Freelancer | Photographer |
Maria Rixen | Freelancer | Photography Assistant |
Dennis McCarthy | Collaborator | Wheelchair Designer |
Eric Shimp | Collaborator | Wheelchair Designer |
Tim Chappel | Collaborator | Cone Designer |
Gareth Davies | Collaborator | Cast Tattoo Designer |
James Jirat Patradoon | Collaborator | Bandage Designer |
Gemma Lasenby | OMD | Business Director |
Dervla McGivern | OMD | Account Director |
Chris Androulidakis | OMD | Trading Manager |
April Nicholson | OMD | Senior Trader |
Laura Wilson | RACV | General Manager Marketing |
Max Garrido | RACV | Senior Marketing Manager Home |
John Brunckhorst | RACV | Marketing Manager Home |
Courtney Dufty | RACV | Marketing Consultant |
Celia Murray | RACV | Social Media Specialist |
Stephanie McCormack | RACV | Media and Communications Advisor |
RACV Overconfidence Cover found a completely new, direct sales channel for their brand – Australian Veterinary Hospitals. We created a range of hardcore bandages, cones and wheelchairs that celebrated risk-taking pets by collaborating with world-leading designers including the car designers from The Fast and the Furious, costume designers from Priscilla Queen of the Desert and Lifestyle channel tattoo stars Bondi Ink. Each bandage, cone and wheelchair came with a code that activated RACV Overconfidence Cover.
The brief was to launch RACV Pet Insurance, a new entrant in the market. The target market was all Australian pet owners. Because 96% of them had no health cover at all for their beloved pets.
We designed thousands of bespoke, badass veterinary products. Then fitted them to injured animals at the one place they all congregate – the animal hospital. All to launch RACV Overconfidence Cover. The first pet insurance that acknowledged animals are batshit crazy – and so is not insuring them. Our Overconfident Vet Supplies included bandages, cones and wheelchairs that celebrated risk-taking pets by collaborating with world-leading designers including the car designers from The Fast and the Furious, the costume designers from Priscilla Queen of the Desert and Lifestyle channel tattoo stars Bondi Ink. Then we distributed the range via ten Australian animal hospitals.
We went where our target market were. In this case, crazy pets. Where can you find the highest concentration of them? At the Animal Hospital. So we distributed our products there.
Each bandage, cone and wheelchair came with a code that activated Overconfidence Cover. Vets used the medical-grade products on their patients. And the patched up pets wearing the tough vet supplies became Instagram-worthy ambassadors for the brand via their proud owner’s social media accounts. They also became the stars of a major advertising campaign that included TVCs, display and social.
The campaign launched in January, 2019. Thousands of Overconfident Vet Supplies (including bandages, cones and wheelchairs) were delivered to Australian animal hospitals. Each product included a code to activate RACV Overconfidence Cover. 6.4 million media impressions 350% increase in sales year-on-year Growth 17% faster than the category norm Facebook reach was 850k, with an engagement rate of 85%.