Title | TAKEN IN VICTORIA |
Brand | RACV |
Product / Service | SINGLE ITEM INSURANCE |
Category | B03. Use of Print / Outdoor |
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 |
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 |
This was Victoria’s biggest ever open air exhibition. 185 contextual outdoor sites, each its own geo-targeted, connected digital experience.
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.
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.
Single Item Insurance is a new product designed for a younger audience that are less likely to own a car or buy house, but more likely to have a laptop, or camera that’s precious to them, yet uninsured. Unfortunately, young Australians have grown numb to big brand advertising, especially from insurance companies. Furthermore, they were watching much less commercial TV (29% decrease of the last 12-years). In order to engage young people with “an insurance product” from an “old-person brand”, we turned advertising into entertainment in locations that were unmissable. Combining art and technology we turned analogue billboards into an interactive gallery, strategically placed in suburbs that skewed young. This invited young people to discover insurance via a documentary about people like them in their home neighbourhood. Digital, social and PR was used to support the cameras story, making this unique exhibition unmissable.
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.
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