NRMA CAR CREATION by Whybin\TBWA Sydney for Nrma

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NRMA CAR CREATION

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Industry Insurance
Media Direct marketing
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 Hannes Ciatti, Craig Brooks
Copywriter Tammy Keegan, Dean Hamilton
Client Service Director Peter Fitzhardinge
Digital Creative Director Russ Tucker
Released June 2012

Awards

Caples Awards 2012
Campaigns Integrated campaign Gold
Campaigns Interactive campaign Gold

Credits & Description

Type of entry: Best Integrated Campaign
Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: INSURANCE AUSTRALIA GROUP
Product/Service: NRMA COMPREHENSIVE CAR INSURANCE
Agency: WHYBIN\TBWA\TEQUILA SYDNEY, AUSTRALIA
Advertiser INSURANCE AUSTRALIA GROUP
Product NRMA COMPREHENSIVE CAR INSURANCE
Entrant WHYBIN\TBWA\TEQUILA SYDNEY, AUSTRALIA
Type of Entry: Best Integrated Campaign
Category: Best Integrated Campaign Led by Direct Marketing
Title: NRMA CAR CREATION
Advertiser/Client: INSURANCE AUSTRALIA GROUP
Product/Service: NRMA COMPREHENSIVE CAR INSURANCE
Entrant Company: WHYBIN\TBWA\TEQUILA SYDNEY, AUSTRALIA
DM/Advertising Agency: WHYBIN\TBWA\TEQUILA SYDNEY, AUSTRALIA
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: Dave Brady (Whybin\TBWA\ Tequila Sydney)
Creative Group Head: Asheen Naidu (Whybin\TBWA\ Tequila Sydney)
Copywriter: Tammy Keegan (Whybin\TBWA\ Tequila Sydney)
Art Director: Craig Brooks (Whybin\TBWA\ Tequila Sydney)
Art Director: Hannes Ciatti (Whybin\TBWA\ Tequila Sydney)
Copywriter: Dean Hamilton (Whybin\TBWA\ Tequila Sydney)
Digital Design Director: Peter Chen (Whybin\TBWA\ Tequila Sydney)
Client Service Director: Peter Fitzhardinge (Whybin\TBWA\ Tequila Sydney)
Account Director: Bridget Cleary (Whybin\TBWA\ Tequila Sydney)
Account Director: Bryony Marks (Whybin\TBWA\ Tequila Sydney)
Digital Account Director: Serena Ryan (Whybin\TBWA\ Tequila Sydney)
Digital Producer: Evan Clements (Whybin\TBWA\ Tequila Sydney)
Digital Producer: Jonathan Gan (Whybin\TBWA\ Tequila Sydney)
Creative Technologist: Lewis Benge (Whybin\TBWA\ Tequila Sydney)
Head Of Broadcast Production: Honae MacNeil (Whybin\TBWA\ Tequila Sydney)
Print Production: Jonathan Pitcher (Whybin\TBWA\ Tequila Sydney)
Describe the brief from the client
Car insurance is an intangible product. You can’t touch it, feel it or interact with it. Our strategy was to find a compelling proof point that we could turn into a physical demonstration of the superiority of our product. After careful research, we discovered that there were hundreds of parts in most cars that only NRMA Insurance automatically covered. We wanted to not only make potential customers aware of this, but to get them to switch to NRMA.

Creative Execution

Many of our target audience chose insurance purely on cost. NRMA offered a quality product that was more expensive. But by actually showing and letting people interact with the hundreds of parts that other insurers don’t cover, and then using those very parts to create our car, we were able to bring the problem and its solution to life and convince them that's it's not about what you pay, but what you're covered for.


Describe the creative solution to the brief/objective.

To show the sheer number of parts other insurers didn’t cover, we set out to build a car out of them. A fully integrated campaign launched the idea and invited people to discover which parts of their own cars weren’t covered by their current insurer and to submit them to help create our car. They could also submit designs, colours and even name the car. We then promoted the completed car like a new car launch and made it the star of the ongoing campaign. It quickly became an iconic reminder of how much better our product was.


Describe the results in as much detail as possible.

NRMA operates in the state of New South Wales (NSW).
The total population in NSW is 7.2m people.
The total car insurance market in NSW is 4.8m, based on the number of registered cars.
In the first 7 weeks, this campaign has generated 1,315,697 enquiries via phone, branches and website visits.
And the quality of enquiries is outstanding; our conversion rate for motor insurance is 30%.