Just Car Insurance Promo CANVAS 2 KICKASS by GPY&R Melbourne

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CANVAS 2 KICKASS

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Industry Insurance
Media Promo & PR
Market Australia
Agency GPY&R Melbourne
Executive Creative Director Ben Coulson
Released July 2010

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: JUST CAR INSURANCE
Product/Service: CAR INSURANCE
Agency: GEORGE PATTERSON Y&R
Date of First Appearance: Jul 1 2010
Entrant Company: GEORGE PATTERSON Y&R, Melbourne, AUSTRALIA
Entry URL: http://www.mixedtapeonline.com.au/c2k/cannes/
Executive Creative Director: Ben Coulson (George Patterson Y&R)
Creative Director/Writer: Jim Ingram (George Patterson Y&R)
Creative Director/Art Director: Ben Couzens (George Patterson Y&R)
Digital Art Director: Stephen Joss (George Patterson Y&R)
Digital Producer: Luke Tellefson (George Patterson Y&R)
Digital Developer: Beau Rushton (George Patterson Y&R)
Agency Producer: Karley Cameron (George Patterson Y&R)
Director/Editor: Bill Irving (George Patterson Y&R)
Senior Account Director: Julian Bell (George Patterson Y&R)
Senior Account Manager: Leah Champion (George Patterson Y&R)
Account Manager: Jenna Stafford (George Patterson Y&R)
Media placement: TV - Australian Network TV - July 1 2010
Media placement: Magazine - Hot Fours, Zoo Weekly - July 1 2010
Media placement: Website - Www.canvas2kickass.com - July 1 2010
Media placement: Web Banners - Various Car And Youth Sites - July 1 2010

Describe the objective of the promotion.
In Australia, most car insurance companies will not insure modified or imported vehicles. However, Just Car Insurance specialise in insuring modified vehicles. The problem was no-one knew this. We needed to talk to modified car enthusiasts and let them know Just Car Insurance is not afraid of modified cars, and importantly get them to sign up.

Describe how the promotion developed from concept to implementation.
The Canvas 2 Kickass promotion set out to prove that Just Car is an insurer that’s not scared of modified cars. It let everyone in Australia help build the country’s most kick-ass modified street ride. For 12 weeks we opened the doors to the ultimate workshop, rigged up with webcams, so Aussie Rev Heads could follow through our website (canvas2kickass.com) as Australia’s premier mechanics, panel beaters, audio experts and auto professionals got to work applying the elements they voted on (everything from what car we started with to wheels, interior, body kit, paintwork etc). No matter what voters did to the car, Just Car Insurance insured it at the end.

Explain why the method of promotion was most relevant to the product or service.
This particular promotion was so relevant because we had a very specific target audience we need to find and communicate to - modified car drivers. This promotion talked to them in their own language in their own mediums (car mags, online car site etc) and proved to them that Just Car Insurance not only insurers modified cars, they live and breath them.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Canvas 2 Kickass promotion netted 26,000 registered participants, totaling over 110,000 individual votes. The website attracted over 1.1million page views, which directed 96,000 visitors to the Just Car Insurance quote page. Importantly, a total of 10,095 new policy quotes were generated during the course of the campaign. Over 10,000 Facebook fans now 'like' JCI - the most for any insurance company in Australia.