|HELP! THE GAME
|Product / Service
|B04. Use of Ambient Media: Small Scale
|CHE PROXIMITY Melbourne, AUSTRALIA
|CHE PROXIMITY Melbourne, AUSTRALIA
|MINDSHARE Sydney, AUSTRALIA
|THINKERBELL NORTH Sydney, AUSTRALIA
|COLLIDER Sydney, AUSTRALIA
|RUMBLE STUDIOS Sydney, AUSTRALIA
|HECKLER Sydney, AUSTRALIA
|Chief Marketing Officer
|Director of Content and Customer Engagement
|Group Brand Strategy Director
|Director of Marketing Operations
|Creative & Innovation Specialist
|Brand Strategy Lead
|Creative & Innovation Lead
|Chief Creative Officer
|Executive Creative Director
|Senior Art Director
|Director, Strategic Production
|Head of Design
|Digital Design Lead
|Head of Strategy
|Senior Technology Project Manager
|Group Account Director
|Senior Account Director
|Andrew van der Westhuyzen
Australia is a uniquely risky country, with fires, floods, drought, spiders, snakes, burglars and even bin chickens. The riskiest thing of all is these perils are accepted, and Australians are complacent in their insurance against them. In a year when board game sales spiked, NRMA Insurance created HELP! The Game. Distributed throughout Australia’s largest retailer Kmart, it had all of Australia talking about and engaging with insurance without realising it. HELP! The Game gave Aussies an opportunity to experience uniquely Australian risk without any of the negative impact.
Year on year, Australia is facing greater risk of devastating natural disasters such as bushfires, storms, cyclones and flooding. Yet, the number of uninsured homes in Australia has grown 32% in just four years due to a number of factors: apathy, understanding, industry reputation. IAG, NRMA’s parent company is a purpose-driven organisation that aims to make the world a safer place. With this as their ‘North Star’, our brief was to find a way to cut through the Christmas clutter and educate Australians on their growing risks and the importance of insurance. The objectives of the campaign were two-fold. Firstly, our activation had to drive brand awareness over the holidays with a fraction of the media budget to previous years. Secondly, we had to change the way people experience insurance, which was after tragedy had already happened, to help everyday Aussies understand the real dangers posed to them.
HELP! the game. A board game sold in the country’s largest retailers at Christmas that lets people experience real-life risks without actually having to risk anything. Designed in partnership with leading game designers and insurance experts, HELP! makes confusing lawyer-jargon fun and mimics the real-risks of living down under. With every roll of the dice, players can either protect their assets with giant domes (insurance) or risk losing them to everything from bushfires to snakes to storms, cyclones, sharks and burglars.
The go-to-market strategy targeted current customers and non-customers with families, shifting NRMA Insurance into the retail market for the first time, requiring heavy consideration when choosing media platforms and partners. With consumer buying behaviour changing as rapidly as COVID-19 regulations, the media strategy needed to be adaptable to changing conditions.. To combat these challenges, the media strategy took a shoppable-first approach. Each platform offered consumers the ability to purchase the game. This included Google, Pinterest, Facebook, Instagram, eBay, Amazon, Catch, YouTube and helpthegame.com.au – making NRMA the first insurer to use shopping ads in all of APAC. Media activity extended beyond digital platforms with an exclusive retail partnership with Kmart, along with contextually placed retail OOH driving consumers in-store. Every sale of the game had a portion of proceeds go to the Australian Red Cross to help with disaster relief and recovery – further solidifying NRMA’s positioning of ‘Help’.
The HELP! campaign ran for 7 weeks in New South Wales (NSW) and Queensland (QLD), Australia from the 1st November to the 18th December 2020. The campaign initiated with early seeding of HELP! The Game through content developed by Australian influencers, many of whom had been impacted by real world Australian risks as they’re experienced in HELP! The Game. Additionally, HELP! Was seeded in Gift Guides across Australia. From the 8th November, campaign activity took a digital and shoppable-first approach via a complex digital ecosystem implemented across Google, Pinterest, Facebook, Instagram, eBay, Amazon, Catch, YouTube and helpthegame.com.au – making NRMA Insurance the first insurer to use shopping ads in all of APAC. The activity continued with 3x15sec films airing on BVOD and digital channels. Finally, digital OOH boards placed in close proximity to NSW and QLD Kmart retail stores drove awareness and footfall for in-store purchases.
Over the holiday period, HELP! The Game secured 12% of the Australian board game market share. By integrating awareness and sales activity across campaign communications, HELP! The Game not only sold well, but increased brand consideration by 32%.