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

Asia Pacific Advertising Festival (AdFest) 2014
EFFECTIVE LOTUS EFFECTIVE LOTUS EFFECTIVE LOTUS

Credits & Description

Type of entry: Use of Direct Marketing
Category: Ambient Media (Large Scale)
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: Use of Direct Marketing
Category: Ambient Media (Large Scale)
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
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 Producer: Serena Ryan (Whybin\TBWA\ Tequila Sydney)
Digital Producer: Evan Clements (Whybin\TBWA\ Tequila Sydney)
Digital Producer: Jonathan Gan (Whybin\TBWA\ Tequila Sydney)
Print Production: Jonathon Pitcher (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)
Art Director: Hannes Ciatti (Whybin\TBWA\ Tequila Sydney)
Copywriter: Dean Hamilton (Whybin\TBWA\ Tequila Sydney)
Digital Design Director: Peter Chen (Whybin\TBWA\ Tequila Sydney)
Head Of Broadcast Production: Honae MacNeil (Whybin\TBWA\ Tequila Sydney)
Describe the brief from the client
Most Australians had no idea that there were literally hundreds of parts in their cars that other insurers considered to be ‘extras’, and didn’t actually cover. We wanted to not only make them aware of this, but to get them to switch to NRMA, since we’re the only insurance company that automatically covers all the parts that others don’t.
We decided to turn this unique proof point into a physical demonstration of the superiority of our product.

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 scale of how many parts were uninsured, we built a car entirely from them. We 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. Once completed, we launched it like a new car. We invited the motor media to a special event to test-drive it. Then we introduced it to the public in a PR event, from there it went on a road show to all our branches.


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%.