HELP! THE GAME

Silver Spike

Case Film

Presentation Image

TitleHELP! THE GAME
BrandNRMA
Product / ServiceINSURANCE
CategoryG08. Market Disruption
EntrantCHE PROXIMITY Melbourne, AUSTRALIA
Idea Creation CHE PROXIMITY Melbourne, AUSTRALIA
Media Placement MINDSHARE Sydney, AUSTRALIA
PR THINKERBELL NORTH Sydney, AUSTRALIA
Production COLLIDER Sydney, AUSTRALIA
Production 2 RUMBLE STUDIOS Sydney, AUSTRALIA
Post Production HECKLER Sydney, AUSTRALIA

Credits

Name Company Position
Brent Smart IAG Chief Marketing Officer
Zara Curtis IAG Director of Content and Customer Engagement
Sally Kiernan IAG Director, Brand
Caroline Hugall IAG Group Brand Strategy Director
Luke Farrell IAG Director of Marketing Operations
Mahsa Merat IAG Creative & Innovation Specialist
Anna Jackson IAG Brand Strategy Lead
Sam McGown IAG Creative & Innovation Lead
Ant White CHE Proximity Chief Creative Officer
Wesley Hawes CHE Proximity Executive Creative Director
Ashley Wilding CHE Proximity Creative Director
Daniel Davison CHE Proximity Creative Director
Nico Smith CHE Proximity Senior Art Director
Mark Carbone CHE Proximity Senior Copywriter
Zac Pritchard CHE Proximity Senior Copywriter
Holly Alexander CHE Proximity Director, Strategic Production
Darren Cole CHE Proximity Head of Design
Reece Lawson CHE Proximity Digital Design Lead
Michael McGregor CHE Proximity Designer
Nick Andrews CHE Proximity Head of Strategy
Olivier Boulbain CHE Proximity Senior Technology Project Manager
Chris Howatson CHE Proximity Group CEO
Shane Holmes CHE Proximity Group Account Director
Tyson Mahon CHE Proximity Senior Account Director
Murray Bell Collider Experience Director
Andrew van der Westhuyzen Collider Creative Director
Naomi Iland Collider Producer
Simon Rippingale Heckler Director
Benja Harney Paperform Paper Engineer
Bonnie Law Heckler Executive Producer

Why is this work relevant for Media?

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.

Background

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.

Describe the creative idea / insights (30% of vote)

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.

Describe the strategy (20% of vote)

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’.

Describe the execution (20% of vote)

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.

List the results (30% of vote)

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%.

Please tell us how disruption in your market place inspired the work

With COVID-19 and its unavoidable impact on normal life, Australians found countless ways to entertain themselves while locked indoors; from indoor hobbies to puzzles and board games. As board game sales started to spike, NRMA Insurance saw an opportunity to shift from a low involvement brand and into the hands of consumers at a time when they are turning the television off, and turning to their families and loved ones. NRMA Insurance created HELP! The Game, which had all of Australia talking about and engaging with insurance without realising it. Insurance is complex, with an engaging game like HELP! The Game, consumers can experience Australian risks, the impacts of those risks and the importance of insurance without experiencing them first hand.

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