Why is this work relevant for Media?

The NRMA Insurance ambient signs were purpose built for boat ramp locations only, designed and installed in a way that could be communicated through the reverse mirror as people are backing their trailer to the water.

Background

Reversing a boat down the ramp can be a daunting experience. 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. The message: You’ve got this. As part of an integrated campaign we created reverse friendly special build signs across NSW that give boat owners that extra bit of confidence that they need to get on the water.

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

Most claims for damaged boats occur when moving the vessel from land to water, better known as reversing down a boat ramp. The chosen sites were chosen based on the most used by holiday and recreational boaters.

Describe the strategy (20% of vote)

As a part of a larger NRMA Insurance integrated campaign targeting recreational boat owners including a film and social/digital executionals, the physical boat ramps signs bolstered contextual messaging by offering support to boat owners when they need it the most. This was coupled with a donation to help support the regional communities of the sign locations to continue the ongoing restoration of Reflections Holiday Parks’ 37 coastal and inland parklands - reinforcing NRMA Insurance's dedication to supporting local communities and their initiatives.

Describe the execution (20% of vote)

The ‘You’ve got this’ signage was installed in partnership with a not-for-profit organisation Reflections Holiday Parks (Trading Name for NSW Crown Holidays Parks Land Manager) at multiple boat ramp locations across NSW in December 2021. Locations include Copeton Waters Boat Ramp, Wyangala Waters Boat Ramp, Lake Keepit Boat Ramp, Lake Burrendong Boat Ramp and Red Rock Boat Ramp, with the intention to roll out further installations in the future.

List the results (30% of vote)

The average person is bombarded with 5000 advertising messages a day. So, cutting through the clutter and speaking to a captive audience in a relevant way is no mean feat. To do so, we installed signs at five key locations over a 6-month period as an initial media trial. Each site enjoyed an averaged daily visitation rate of 3,000 boat owners (Please note we only have a population of 25m people and only a fraction of those are boat owners). While this trial phase is yet to conclude, based on visitor data, it is expected the NRMA Insurance signage will reach over 543,000 prospective consumers in a hyper-contextual environment that meaningfully breaks through the noise of message overload. Boat Signs breathed new life into an integrated NRMA Boating campaign that enjoyed, thus far, an astonishing 1000% increase in visits to the NRMA Insurance product page.