NRMA: NRMA BUS SHELTER

Credits & Description:

Advertiser INSURANCE AUSTRALIA GROUP
Product NSW COMPREHENSIVE CAR INSURANCE
Entrant Whybin\TBWA Group Sydney, AUSTRALIA
Type of Entry Direct: Use of Media
Category Ambient/Alternative Media
Title NRMA BUS SHELTER
Advertiser/Client INSURANCE AUSTRALIA GROUP
Product/Service NSW 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 Executive Creative Director
Asheen Naidu Whybin\tbwa Sydney Creative Group Head
Dave Brady Whybin\tbwa Sydney Creative Group Head
Craig Brooks Whybin\tbwa Sydney Art Director
Tammy Keegan Whybin\tbwa Sydney Copywriter
Hannes Ciatti Whybin\tbwa Sydney Art Director
Lewis Benge Whybin\tbwa Sydney Creative Technologist
Michael Mcglynn Whybin\tbwa Sydney Creative Technologist
Peter Chen Whybin\tbwa Sydney Design Director
Evan Clements Whybin\tbwa Sydney Digital Producer
Serena Ryan Whybin\tbwa Sydney Digital Account Director
Describe the brief from the client:
Most Australians had no idea that there were hundreds of parts in their cars that other insurers considered to be ‘extras’, and didn’t actually cover. We needed to remind them just how emotionally attached they actually were to some of these parts. If we could do this, the fact that NRMA was the only insurer that automatically covered their parts became an even more powerful reason to switch.
Creative Execution:
Many of our target audience chose insurance purely on cost. NRMA offered a quality product that was more expensive. By inviting our target audience to help identify a part that was actually important to them and then give them the chance to interact with it at the right time, we managed to bring the problem and its solution to life. Ultimately, we convinced them that's it's not about what you pay, but what you're covered for.
Describe the creative solution to the brief/objective.
We did it in two phases. Phase1: We ran interactive ‘Opinionator’ metrolites to find out which parts people thought were the most important. Phase 2: We then took the most popular parts, car stereos, and turned them into fully interactive bus stops. We installed custom stereos, with real speakers, in high-traffic bus shelters. By scanning QR codes, commuters could control the playlist and speakers on their mobiles. From there, they were directed to our mobile site where they could discover which parts of their own cars weren’t covered by their current insurer and call for a quote.
Describe the results in as much detail as possible.
In the first month we got over 7000 outdoor interactions a day. Which helped us gain a 40% increase in Facebook traffic. As part of a larger campaign the bus stop stereos resulted in over 1.3 million enquiries in the first 7 weeks. And the quality of enquiries is outstanding; our conversion rate for motor insurance is 48%. This is a great start to a campaign, which will continue until September 2012.