COVER FOR THEIR OVERCONFIDENCE

Bronze Spike

Case Film

Presentation Image

TitleCOVER FOR THEIR OVERCONFIDENCE
BrandRACV
Product / ServicePET INSURANCE
CategoryC05. Customer Retail / In-Store Experience
EntrantCHE 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

Credits

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

Why is this work relevant for Brand Experience & Activation ?

RACV Overconfidence Cover found a completely new place to activate 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. 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.

Background

The brief was to launch RACV Pet Insurance, a new entrant in the market. The target market was all Australian pet owners. 96% of them had no health cover at all for their beloved pets.

Describe the creative idea (20% of vote)

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.

Describe the strategy (20% of vote)

Instead of taking a traditional advertising approach, we decided to go where our target market were. In this case, crazy pets. Where can you find a concentration of them? At the Animal Hospital.

Describe the execution (30% of vote)

We created a range of hardcore, Overconfident Vet Supplies. Bandages, cones and wheelchairs that celebrated risk-taking pets. Made in collaboration 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. We distributed the range via ten Australian animal hospitals. Each bandage, cone and wheelchair came with a code that activated Overconfidence Cover. Vets used the tough, medical-grade products on their patients. And the patched up pets 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.

List the results (30% of vote)

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%.