NRMA: Safety Hub

Credits & Description:

Client: NRMA
Agency Network: BBDO
Holding Company: Omnicom Group
Production Company: CHE Proximity
Advertiser Brand: NRMA
Advertising Agency: CHE Proximity
Entrant Company: CHE Proximity
Chief Creative Officer: Ant White
Creative Director: Daniel Davison
Creative Director: Ashley Wilding
Creative Director: Hamish Stewart
Operations Manager: Roma Stein
Senior Editor: King Yong
Production Co-ordinator: Katena Valastro
Senior Producer: Kyla Bridge
Head of Design: Trent Roberts
Senior Designer: Fabio D'Aguanno
Senior Designer: Vanessa Saporito
Chief Strategic Officer: David Halter
Head of Strategic Design: Matt Willcox
Senior Experience Planner: Alec Barr
Senior Experience Planner: Alyce Elia
Senior Experience Planner: Laura Williams
Director, Data Science: James Greaney
Chief Executive Officer: Chris Howatson
Client Partner: Lorraine Gormley
Group Account Director: Stephanie Agostino
Digital Products Director: Anthony Harca
Transformation Delivery Director: Callum Hoogesteger
Chief Technology Officer: Mark Gretton
AdTech Solution Architect: Devinder Singh
Lead Mobile Developer: Abdollah Ebadi
Chief Marketing Officer: Brent Smart
Director, Brand Strategy: Caroline Hugall
Integrated Marketing Specialist: Anna Rallos
One to One Marketing Specialist: Mitch Druitt
One to One Marketing Specialist: Jason Ridge
Iteration Manager: Urs Kemmann
Marketing Automation Platform Lead: Mark Lowing
Senior Analyst: Gaurav Kakka
Senior Analyst Programmer: Ludovic Barbier
Marketing Operations Lead: Blake Pilgrim
Agile Coach: Peter Yen
Supply Chain Specialist: Daniel Perry
Supply Chain Specialist: Nathan Larkin
Legal Manager: Elisa Nolf
Country: AUSTRALIA
Date Of Campaign: October 2018 - February 2019
Background:
Insurance is an industry where customers tend to interact only when making a claim. For IAG (the parent company of NRMA Insurance) that’s only about 10% of their customers each year. For the remaining 90%, more than half only engage with the brand once a year – at policy renewal time – when they’re being asked to pay for something. It’s no wonder insurance is such a begrudging purchase.
Idea:
When it comes to driving loyalty, most insurance companies tend to stick to the basics; rewarding for things like tenure and number of policies held. IAG, as a purpose-led organisation, that exists to make your world a safer place, wanted to deliver a tangibly better insurance experience by competing on more than price.
Results:
The app was supported by a tailored communication journey, prompting and rewarding customers throughout the entire experience. Using Adobe Campaign, we built a range of triggered journeys that rolled out instructions to customers via e-mail and in-app notifications within the Safety Hub app. Customer’s received a bespoke journey based on the actions they completed in-app. Their behaviour was logged and analysed through Adobe Mobile SDK and Analytics. Adobe Campaign SDK triggered the next best action for each customer, whether that was coming back and completing an unfinished task or completing their next safety task.