CategoryA09. Consumer Services / Business to Business
Idea Creation CHE PROXIMITY Melbourne, AUSTRALIA


Name Company Position
Ant White CHE Proximity Chief Creative Officer
Glen Dickon CHE Proximity Executive Creative Director
Chris Andrews CHE Proximity Creative Director
Amy Weston CHE Proximity Creative Director
Matt Bladin CHE Proximity Art Director
Lauren Eddy CHE Proximity Copywriter
Tim McPherson CHE Proximity Design Lead
Jen Livingston CHE Proximity Senior Producer
Nina Weiss CHE Proximity Production Assistant
Matt Thompson CHE Proximity Sound Engineer
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
Genevieve Brown 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
Tom Alber Freelancer Director
Bodhi Bailey Freelancer Photographer
Sherwin Akbarzadeh Freelancer DOP
Nick Forster Freelancer Camera Assistant
Rachel Fong Freelancer Online Editor
Odin Juray Freelancer Online Editor
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

Why is this work relevant for Direct?

The campaign used the location data gathered by geo-fencing OOH sites to take prospects directly to RACV Insurance’s digital eco-system where they could purchase Single Item Insurance.


RACV is Australia’s largest, most trusted insurer. And they usually insure large things. Houses, cars – that kind of stuff. Unfortunately RACV’s customer base is quite old with more than half of them over the age of 56. In order to capture a new, younger market, RACV launched Single Item Insurance. A first of its kind in Australia, RACV Single Item Insurance allowed people to insure just ONE thing, like a laptop, bike or camera. They were then covered wherever they were if it was broken or stolen. This is the kind of product perfect for a 25 year old who only really has one expensive item. And it’s probably the most important thing they own. The brief was to launch this new product and attract a younger audience that RACV had lost touch with a long time ago.

Describe the creative idea (30% of vote)

We reunited a young photographer with his stolen camera to create a sweeping product demonstration, Victoria’s largest ever open-air gallery and a fully connected outdoor experience. The exhibition that wouldn’t have happened without a stolen camera. 2016: Amateur photographer Bodhi Bailey’s 1976 Mamiya 645 camera was taken from his car. He wasn’t insured. So he stopped taking photos. 2019: RACV, Australia’s most trusted insurer, heard the story. They replaced his camera. Insuring it with new Single Item Insurance. Cover for your favourite possession, no matter where you take it. And commissioned Bodhi to travel the state with his newly replaced camera. His shots became the campaign. Victoria’s largest ever open-air gallery: 185 contextual billboards became gallery spaces. A fully connected digital experience: Each site was geofenced. Using location data, viewers were targeted with video content. They could click through to insure their own favourite thing.

Describe the strategy (20% of vote)

We were targeting a young demographic. So the campaign used a combination of OOH and digital to tell Bodhi’s story and sell Single Item Insurance. By geofencing each OOH execution, then directly serving viewers in its vicinity digital and film assets based on their location data, we led prospects to a landing page where they could take up RACV Single Item Insurance. And also had the ability top retarget each prospect with ongoing content from the campaign and communications from RACV Insurance.

Describe the execution (20% of vote)

1200 kms. 30 rolls of film. 464 original photographs. We used Bodhi’s shots to transform traditional media spaces into gallery spaces with 185 contextual billboards right across Victoria. Every piece of outdoor was also its own connected digital experience. By geo-fencing each billboard, RACV used consumers’ location data to target them with video content, narrated by Bodhi, describing the photograph they’d just seen and the benefits of Single Item Insurance. Viewers could also watch the film of Bodhi’s whole story. Then click through to purchase RACV Single Item Insurance for their own treasured possessions.

List the results (30% of vote)

Commercial Objective: • Increase Sales of SII by 5% Commercial Results: • 18.7% increase in sales • 133% increase since launching the ‘Taken in Victoria’ campaign launch in people insuring their cameras with SII Marketing Objective: • 50% of new policies from new to RACV • 15% of new members to be between 25 and 34 years old Marketing Results: • 68% of policies have been taken out by new members • 57% of these new members are within 17-34 age bracket – new target audience Communication Objective • Increase engagement of RACV Single Item Insurance Communication Results: • 79% of those who saw the campaign attributed SII to RACV • 11% increase in time spent on product page