NRMA Case study AUSTRALIA'S LARGEST RISK MITIGATOR by Whybin\TBWA Sydney

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AUSTRALIA'S LARGEST RISK MITIGATOR

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Industry Insurance
Media Case study
Market Australia
Agency Whybin\TBWA Sydney
Creative Group Head Asheen Naidu, Dave Brady
Executive Creative Director Matty Burton, Dave Bowman
Creative Director Gavin Mcleod
Art Director Craig Brooks
Copywriter Tammy Keegan
Digital Creative Director Russ Tucker
Released May 2013

Awards

Cannes Lions 2013
Creative Effectiveness Lions Creative Effectiveness Creative Effectiveness

Credits & Description

Type of entry: Creative Effectiveness
Category: Creative Effectiveness
Advertiser: INSURANCE AUSTRALIA GROUP
Product/Service: NRMA INSURANCE
Agency: WHYBIN\TBWA SYDNEY, AUSTRALIA
Executive Creative Director: Matty Burton (Whybin\TBWA Group)
Executive Creative Director: Dave Bowman (Whybin\TBWA Group)
Digital Creative Director: Russ Tucker (Whybin\TBWA Group)
Creative Director: Gavin McLeod (Whybin\TBWA Group)
National Executive Head Of Planning: Hristos Varouhas (Whybin\TBWA Group)
Copywriter: Tammy Keegan (Whybin\TBWA Group)
Art Director: Craig Brooks (Whybin\TBWA Group)
Creative Group Head: Asheen Naidu (Whybin\TBWA Group)
Creative Group Head: Dave Brady (Whybin\TBWA Group)
General Manager: Peter Fitzhardinge (Whybin\TBWA Group)
Senior Account Director: Bridget Cleary (Whybin\TBWA Group)
Account Director: Bryony Marks (Whybin\TBWA Group)
TV Producer: Honae MacNeil (Whybin\TBWA Group)
Production: (Revolver)
Production: (Will O'Rourke)
Director: (The Glue Society)
Brief Explanation
You trawl through your competitors’ product disclosure statements and discover that they don’t insure drivers for parts that are covered as standard in your insurer’s policy.
From this you devise and present a creative idea to build a working car out of the parts that other insurers don’t cover.
The client, Australia’s most conservative and risk adverse publically listed insurer (risk management is the business they are in) asks you is this possible?
You say “absolutely” all the while knowing that it has never been done before.
Upon go-ahead you discover that you’ll need eight car mechanics working full time to try and build a working car (from scratch) made of 30,000 individual parts from 52 different car models.
To make it a little more interesting you decide to do it all in the full public eye with cameras streaming the build and people voting live on what parts should be included.
Against the most oppressive category conditions, the business demands you deliver in excess of 3 million customer enquiries within 8 months. In a market of 4.8 million available customers – all of which renew at different times of the year – this was equivalent to engaging 93.75% of the available audience.
There is no room for failure.
Feeling brave?
Read on…