Racv: Overconfidence Cover, 1

Credits & Description:

Agency: CHE Proximity
Client: RACV
Product: Pet Insurance
Title: Overconfidence Cover
Media: OOH, Online Film, Medical Supplies
Country: Australia
Date Of Campaign: January 2019 - Onwards
Background:
The brief was to launch RACV Pet Insurance, a new entrant in the market. The target market was all Australian pet owners. Because 96% of them had no health cover at all for their beloved pets.
Idea:
We designed thousands of bespoke, badass veterinary products. Then fitted them to injured animals at the places they regularly congregated: Australia’s top 10 largest Animal Hospitals. Thousands of bandages, cones and wheelchairs that celebrated risk-taking pets were made in collaboration with world-leading designers including the car designers from The Fast and the Furious, the costume designers from Priscilla Queen of the Desert and Lifestlye Channel tattoo stars Bondi Ink. Each came with a code that activated RACV Overconfidence Cover. Vets used the tough, medical-grade products on their patients. And the patched-up pets became Instagram-worthy ambassadors for the brand via their proud owner’s social media accounts. They also became the stars of a major advertising campaign that included TVCs, display and social. RACV Overconfidence Cover. Pets are batshit crazy – and so is not insuring them.
Results:
Objective: Increase sales of RACV Pet Insurance