Car Creation
Category: Brand Experience & Brand Revitalisation
Client: Insurance Australia Group
Brand: NRMA Insurance
Agency: Whybin\TBWA Sydney
NRMA Insurance is 8-18% more premium priced than its competitors due to its comprehensive coverage of most spare parts. With new nimble players dropping the cost of car insurance to gain market share and established trusted brands repositioning themselves to remain relevant, NRMA’s core target audience was less able to tell the difference between the various insurers and consumers openly stated that “NRMA Insurance’s products are not competitively priced.”
NRMA had to find a way to convince consumers that its motor insurance cover was far more superior than that of its competitors.The idea was to build a working car out of the parts that other insurers classify as 'extra’.
Making use of a host of touch points, NRMA Insurance engaged the public to create a car from scratch using over 30,000 individual parts.
View the full written case and creative video via the Resources Page to find out in detail how Car Creation was executed.
The results? An ecstatic client whose campaign delivered 3.3m enquires, an ROI of 129%; all the while dropping cost per call by 255%. It was the brand’s most successful advertising campaign ever.
Hear what the judges, Lisa Watson, Regional Segment Manager, Hewlett-Packard and Peter F. Smit, Senior Vice President, The Hershey Company said about this campaign.