SLOWAYS

Silver Spike

Case Film

Presentation Image

TitleSLOWAYS
BrandNRMA
Product / ServiceINSURANCE
CategoryF03. Single-market Campaign
EntrantCHE PROXIMITY Melbourne, AUSTRALIA
Idea Creation CHE PROXIMITY Melbourne, AUSTRALIA
Media Placement MINDSHARE Sydney, AUSTRALIA
PR THINKERBELL NORTH Sydney, AUSTRALIA
Production REVOLVER 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
Anna Bohler IAG Personalisation Lead
Anna Jackson IAG Brand Strategy Lead
Annabel Brusasco IAG Personalisation Marketing Specialist
Ant White CHE Proximity Chief Creative Officer
Holly Alexander CHE Proximity Director, Strategic Production
Gavin Chimes CHE Proximity Creative Director
Ashley Wilding CHE Proximity Creative Director
Daniel Davison CHE Proximity Creative Director
Fee Millist CHE Proximity Senior Copywriter
Rebecca Duggan CHE Proximity Senior Art Director
Darren Coles CHE Proximity Head of Design
Reece Lawson CHE Proximity Digital Design Lead
Phil Johnston CHE Proximity Brand Director
Cat Hooson CHE Proximity Head of CX
Cat Shaw-Halford CHE Proximity CX Planner
Anna Boucaut CHE Proximity Technology Project Manager
Chris Howatson CHE Proximity Group CEO
Shane Holmes CHE Proximity Group Account Director
Tyson Mahon CHE Proximity Senior Account Director
Charles Todhunter CHE Proximity Senior Account Manager
Dani Pearce Revolver Director
Michael Ritchie Revolver Executive Producer
Sarah Nichols Rumble Producer
Chris Searle Title Artist Management Photographer/Director
Maree Mitchell Title Artist Management Producer

Please tell us how the work was designed / adapted for a single country / region / market

Regional Australia relies on caravan tourism to survive. Every $1 spent at a caravan park generates $3.92 for the local community. Yet increasingly, highways divert caravanners from these towns. To help, NRMA Insurance created Sloways. A 1400km network of road signs diverting caravanners from busy highways towards 30 struggling towns - helping them slow down, travel safer and boost economies. Journeys were planned online and integrated into maps. Cash incentives encouraged spending at local businesses. Film inspired caravanners to hit the road. Slowly. Resulting in 112,000 trips planned, 22% increase in caravan insurance policies and 30% increase in quotes.

Links
Website URL