Just Car Insurance Promo, Case study THE LAMEST CAR MAG EVER by GPY&R Melbourne

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Industry Magazines
Media Promo & PR, Case study
Market Australia
Agency GPY&R Melbourne
Executive Creative Director Ben Coulson
Creative Director Jim Ingram, Ben A. Couzens
Art Director Frances Webb
Copywriter Matt Lawson
Released April 2011

Credits & Description

Category: Best Use of Print
Date of First Appearance: Apr 1 2011
Entrant Company: GEORGE PATTERSON Y&R, Melbourne, AUSTRALIA
Executive Creative Director: Ben Coulson (George Patterson Y&R)
Creative Director: Jim Ingram (George Patterson Y&R)
Creative Director: Ben Couzens (George Patterson Y&R)
Copywriter: Matt Lawson (George Patterson Y&R)
Art Director: Frances Webb (George Patterson Y&R)
Senior Account Director: Julian Bell (George Patterson Y&R)
Senior Account Manager: Leah Champion (George Patterson Y&R)
Media placement: Print - Magazine - Back cover - 1.4.11

Insights, Strategy & the Idea
Just Car Insurance wanted to tell its audience that unlike other insurers, they'll insure all modified cars - no matter how many mods they've done.

We were talking to car freaks. The sort of people who do crazy things to their car to make them unique and make them stand out. The key insight was that these people do NOT want to be average. We had to let them know that we understood that and celebrated the fact.

And that is why we created the Lamest Car Mag Ever - "Average Car Magazine" - only to eventually reveal our message that like them - "WE DON"T DO AVERAGE, WE DO AWESOME"

Creative Execution
We created the Lamest Car Mag Ever - "Average Car Magazine".

Firstly we ran a lame “cover” upside down on the back of a hotted up car magazine. Then we placed them in newsstands - creating a whole new mag for the price of an insertion. When our curious rev heads picked it up to see what the deal was, they were hit our message _
“We don’t do average, We do awesome!

The "Lamest Car Mag Ever" then lived on in lounge rooms across Australia.

Results and Effectiveness
During the month of publication Just Car Insurance received it's record number of enquiries, resulting in a 37% increase in new members.