Why is this work relevant for Brand Experience & Activation?

Ramp Rater’ provides a permanent digital utility for recreational boat owners by rating the difficulty of boat ramps across New South Wales and Queensland through an exclusive Google Maps Street View integration. Reversing a boat down the ramp is a daunting experience even for the most experienced boat owner. The development of ‘Ramp Rater’ not only brings coverage of boat ramps to Google Street View and 360˚, but enables boat owners to pre-prepare and ultimately navigate their way safely down the boat ramp via bespoke branded difficulty ratings integrated directly into the Google experience.

Background

Reversing a boat down the ramp can be a daunting experience. Most claims for boating accidents occur when moving the boat down a boat ramp to launch on the water. NRMA Insurance wants to instill confidence amongst Aussie boaters. With a little bit of preparation and the added security of NRMA Insurance, boat owners can rest assured knowing that they’re covered.

Describe the creative idea (20% of vote)

An NRMA Insurance sponsored boat ramp rating system embedded within Google Maps that allows boat owners to search for their nearest boat ramp and determine its level of difficulty based on a bespoke rating system. Ultimately, Ramp Rater gives boat owners the confidence that they need to get on the water.

Describe the strategy (20% of vote)

The target audience is recreational boat owners in NSW and Queensland. We utilised heat-map data of boat owners to identify coastal ‘hotspots’ across both states to ensure we rated and executed ‘Ramp Rater’ in areas where this demographic frequents - therefore driving the most impact and impressions.

Describe the execution (30% of vote)

In an Innovative first NRMA Insurance collaborated with Google to create ‘Ramp Rater’ within Google Street view to rate the difficulty of boat ramps with a simple badge on each ramp embedded directly into the Street View platform. Users can also click on the ramp to browse other boat ramps in the area or go to our dedicated NRMA Boat ramp online hub for more detailed information on each ramp across NSW and QLD.

List the results (30% of vote)

We launched the Ramp Rater on 25/01/2022, one day before our national holiday, Australia Day. Within less than a week of being live, the Google Map integration received 16,685 views and counting. These promising results of organic views suggest two things. One. The idea offered real utility to boat owners who struggle to safely put their boats into water. Two. The idea tapped into the existing digital behaviour of boat owners who are preparing themselves for a day out on the water using Google Maps , which in turn makes this initiative scalable for years to come. Ramp Rater breathed new life into an integrated NRMA Boating campaign that enjoyed, thus far, an astonishing 1000% increase in visits to the NRMA product page. By providing real utility through better understanding boat owners, NRMA Insurance is reaping the rewards via higher quality leads. And that’s smooth sailing for all.