Title | SLOWAYS |
Brand | NRMA |
Product / Service | INSURANCE |
Category | F03. Single-market Campaign |
Entrant | CHE 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 |
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 |
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.