INSURANCE AUSTRALIA GROUP Design & Branding NRMA MOTION ACTIVATED POSTER by Whybin\TBWA Sydney

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NRMA MOTION ACTIVATED POSTER

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Industry Insurance
Media Design & Branding
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 September 2011

Credits & Description

Category: Offline Digital Design
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)
Creative Group Head: Asheen Naidu (Whybin\TBWA\Tequila Sydney)
Creative Group Head: Dave Brady (Whybin\TBWA\Tequila Sydney)
Copywriter: Tammy Keegan (Whybin\TBWA\Tequila Sydney)
Art Director: Craig Brooks (Whybin\TBWA\Tequila Sydney)
Creative Technologist: Lewis Benge (Whybin\TBWA\Tequila Sydney)
Creative Technologist: Danny Mcgillick (Whybin\TBWA\Tequila Sydney)
Digital Producer: Jonathan Gan (Whybin\TBWA\Tequila Sydney)
Account Director: Serena Ryan (Whybin\TBWA\Tequila Sydney)
Digital Designer: Kim Janson (Whybin\TBWA\Tequila Sydney)
Media placement: INTERACTIVE OUTDOOR INSTILLATION - JC DECAUX MARTIN PLACE ,SYDNEY - 29/4/12
Media placement: INTERACTIVE OUTDOOR INSTILLATION - JC DECAUX CHINA TOWN ,SYDNEY - 29/4/12
Media placement: INTERACTIVE OUTDOOR INSTILLATION - JC DECAUX , DARLING HARBOUR, SYDNEY - 29/4/12
Media placement: INTERACTIVE OUTDOOR INSTILLATION - JC DECAUX , PITT STREET MALL, SYDNEY - 29/4/12

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 important and useful these parts were. 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 part that was actually important to them and then give them the chance to interact with it, 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 created a car out of all the parts our competitors don’t cover. For those who couldn’t experience it first hand, we needed something as engaging as the real thing. So, we created a motion activated poster with an exact 3D replica of our car. People could interact with the car through motion gestures, like leaning left and right to move around it. People could also use hand gestures to interact with certain components, like opening the doors to enter the interior of the car and even watch a video of how the car was made on the DVD screen.

Give some indication of how successful the outcome was in the market
The motion activated posters were hugely successful with an average of over 5000 daily interactions. Even more impressive is that the average engagement time with the poster was five and a half minutes. As part of a larger campaign the digital posters resulted in over 1.3 million enquiries in the first 7 weeks. And the quality of enquiries is outstanding; our conversion rate for motor insurance is 30%. This is a great start to a campaign, which will continue until September 2012.