NRMA: NRMA CAR CREATION

Credits & Description:

Type of Entry Direct: Product/Service
Category Consumer Services
Title NRMA CAR CREATION
Advertiser/Client INSURANCE AUSTRALIA GROUP
Product/Service NRMA COMPREHENSIVE CAR INSURANCE
Entrant Company: Whybin\TBWA Group Sydney, AUSTRALIA
DM/Advertising Agency: Whybin\TBWA Group Sydney, AUSTRALIA
Name Company Position
Matty Burton Whybin\tbwa Sydney Executive Creative Director
Dave Bowman Whybin\tbwa Sydney Executive Creative Director
Gavin Mcleod Whybin\tbwa Sydney Creative Director
Russ Tucker Whybin\tbwa Sydney Digital Creative Director
Dave Brady Whybin\tbwa Sydney Creative Group Head
Asheen Naidu Whybin\tbwa Sydney Creative Group Head
Tammy Keegan Whybin\tbwa Sydney Copywriter
Craig Brooks Whybin\tbwa Sydney Art Director
Dean Hamilton Whybin\tbwa Sydney Copywriter
Hannes Ciatti Whybin\tbwa Sydney Art Director
Hristos Varouhas Whybin\tbwa Sydney Planning Director
Peter Fitzhardinge Whybin\tbwa Sydney Managing Director
Merran Morton Whybin\tbwa Sydney Client Service Director
Bridget Cleary Whybin\tbwa Sydney Account Director
Bryony Marks Whybin\tbwa Sydney Account Director
Serena Ryan Whybin\tbwa Sydney Digital Account Director
Evan Clements Whybin\tbwa Sydney Digital Producer
Honae Macneill Whybin\tbwa Sydney Head Of Broadcast Production
Will O'rourke Production Company
The Glue Society (James Dive/Matt Devine) Director
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 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 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 7.2 million people. The total car insurance market in NSW is 4.8 million, based on the number of registered cars. So far, this campaign has generated 4.1 million enquiries via phone, branches and website visits. And the quality of enquiries is outstanding; our conversion rate for motor insurance is 48%.