Iag Digital, Case study MY CAR IS YOUR CAR by Whybin\TBWA Sydney

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Industry Insurance
Media Digital, Interactive & Mobile, Case study
Market Australia
Agency Whybin\TBWA Sydney
Production Plaza Films
Released September 2010


Spikes Asia 2011
Direct Integrated Campaign Gold
Promo & Activation Use of Media Gold
Promo & Activation Integrated Campaign Silver
Direct Product & Service Silver
Promo & Activation Product & Service Silver

Credits & Description

Type of entry: Integrated Campaign
Category: Integrated Campaign Led by Direct
Advertiser: IAG: NRMA, SGIO, SGIC
Product/Service: CAR INSURANCE
Production Company: (PLAZA FILMS)
Describe the brief from the client:
To get as many Australians as possible to experience NRMA’s unique product benefit. They’re the only insurer in the country that lets you lend your car to a friend, and even if they’re not nominated on your policy, still covers you.
Creative Execution:
In this world first, every time someone flagged him down and got behind the wheel of the car, we got more content. This fun and engaging content then became our TVCs, which were then broadcast to tell more people where to find Tom and his car so they could have a drive. Consumers could also locate Tom (and his car) on Twitter, couldn’t hide. We also integrated a competition in which consumers could win their own car, which was skinned with all the profile pictures of their Facebook friends (who they’d inevitably have to share the car with).
Describe the creative solution to the brief/objective.
In Australia, you can’t lend your mate your car unless you nominate them on your insurance. But Australians didn’t know this. To prove that we cover anyone who drives your car, we made the product point itself the medium through which we would communicate, giving a guy called Tom a car on the condition that he shared it with the entire country (that’s 21 million people). It was also fitted with a series of cameras, that generated content we could then use to create TV spots, online and above the line communications. Everything from the campaign came from product demonstration.
Describe the results in as much detail as possible.
The campaign was extremely successful, garnering more leads than ever before. In the first 9 weeks 3,325,853 Australians engaged with the campaign.
Australia’s entire population is less than 21 million. So that’s 1 in every 7 Australians. Of that figure 1,969,249 were web visits (+16%), 324,408 were sales calls (+25%) and 1,032,196 were face to face branch visits (+11%). And with a conversion rate of 24% we sold over 800,000 car insurance policies.