NRMA BUS SHELTER by Whybin\TBWA Sydney for INSURANCE AUSTRALIA GROUP

NRMA BUS SHELTER

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Industry Insurance
Media Design & Branding
Market Australia
Agency Whybin\TBWA Sydney
Executive Creative Director Matty Burton, Dave Bowman
Creative Director Gavin Mcleod
Art Director Dave Brady, Craig Brooks
Copywriter Asheen Naidu, Tammy Keegan, Dean Hamilton
Digital Creative Director Russ Tucker
Released June 2012

Credits & Description

Category: Public Spaces
Advertiser: INSURANCE AUSTRALIA GROUP
Product/Service: NRMA COMPREHENSIVE CAR INSURANCE
Agency: WHYBIN\TBWA\TEQUILA SYDNEY
Executive Creative Director: Matty Burton (Whybin\TBWA\Tequila Sydney)
Executive Creative Director: Dave Bowman (Whybin\TBWA\Tequila Sydney)
Creative Director: Gavin Mcleod (Whybin\TBWA\Tequila Sydney)
Digital Creative Director: Russ Tucker (Whybin\TBWA\Tequila Sydney)
Copywriter: Asheen Naidu (Whybin\TBWA\Tequila Sydney)
Art Director: Dave Brady (Whybin\TBWA\Tequila Sydney)
Copywriter: Tammy Keegan (Whybin\TBWA\Tequila Sydney)
Art Director: Craig Brooks (Whybin\TBWA\Tequila Sydney)
Digital Art Director / Art Director: Hannes Ciatti (Whybin\TBWA\Tequila Sydney)
Creative Technologist: Lewis Benge (Whybin\TBWA\Tequila Sydney)
Creative Technologist: Michael Mcglynn (Whybin\TBWA\Tequila Sydney)
Digital Design Director: Peter Chen (Whybin\TBWA\Tequila Sydney)
Digital Producer: Evan Clements (Whybin\TBWA\Tequila Sydney)
Digital Account Director: Serena Ryan (Whybin\TBWA\Tequila Sydney)
Account Director: Bryony Marks (Whybin\TBWA\Tequila Sydney)
Copywriter: Dean Hamilton (Whybin\TBWA\Tequila Sydney)
Media placement: OUTDOOR-AMBIENT BUS SHELTER - JC DECAUX SYDNEY - 7/2/12-2 WEEKS

Describe the brief from the client
Most Australians had no idea that there were hundreds of parts in their cars that other insurers considered to be ‘extras’, and didn’t actually cover. We needed to remind them just how emotionally attached they actually were to some of these parts. If we could do this, the fact that NRMA was the only insurer that automatically covered their parts became an even more powerful reason to switch.

Describe the challenges and key objectives
Many of our target audience chose insurance purely on cost. NRMA offered a quality product that was more expensive. By inviting our target audience to help identify a car part that was really important to them, and then give them the chance to interact with it at the right time, we managed to bring the problem and its solution to life. Ultimately, we convinced them that's it's not about what you pay, but what you're covered for.

Describe how you arrived at the final design
We did it in 2 phases.
Phase1: We ran interactive ‘Opinionator’ metrolites to find out which parts people thought were the most important.
Phase 2: We then took the most popular parts, car stereos, and turned them into fully interactive bus stops. We installed custom stereos, with real speakers, in high-traffic bus shelters. By scanning QR Codes, commuters could control the playlist and speakers on their mobiles. From there, they were directed to our mobile site where they could discover which parts of their cars their current insurers did not cover, and then to call us for a quote.

Give some indication of how successful the outcome was in the market
In the first month, we got over 8,000 outdoor interactions daily. This helped us gain a 40% increase in Facebook traffic. In addition, the quality of enquiries was outstanding; our conversion rate for motor insurance is 30%.