NRMA: My Car is Your Car
Brief: In Australia, you can’t lend your mate your car unless you nominate them on your insurance policy first. Unless you’re with NRMA Insurance. Our strategy: to let both existing customers and potential new customers know that if you insure with NRMA, anyone is covered when they drive your car.
Creative Execution: Our client is the only insurer in Australia to cover anyone who drives your car. So, what better way to bring that product point to life than to prove it by getting the entire country to share a car? After all, they’re the only brand in the country who could ever attempt such a feat. Not surprisingly, this is a world first. Describe the creative solution to the brief/objective. We gave a guy a car on the condition that he shared it with the entire country (21 million people). We fitted it with cameras. Every time someone flagged down the car and drove it, we got more film content. This then generated content that we made into TVCs. Consumers could locate the car on Twitter, Facebook and radio. Tom could run but he couldn’t hide. We integrated a competition in which consumers could win their own car skinned with the profile pictures of their Facebook friends (who they’d share it with). This drove more traffic into the promotion/campaign hub.
Results: The campaign was extremely successful, garnering more leads than ever before. In the first 9 weeks 3,325,853 Australians engaged with the campaign. To put that in perspective, Australia’s entire population is less than 21 million. So that’s 1 in every 7 Australians. Of that figure, 1,969,249 were web visits (+16%), 324,408 were sales calls (+25%) and 1,032,196 were face to face branch visits (+11%). And with a conversion rate of 24% we sold over 800,000 car insurance policies.