In this world first, every time someone flagged him down and got behind the wheel of the car, we got more content. This fun and engaging content then became our TVCs which were then broadcast to tell more people where to find Tom and his car so they could have a drive. Consumers could also locate Tom (and his car) on Twitter, Facebook, radio and the insurer’s website. Tom could run but he couldn’t hide. We also integrated a competition in which consumers could win their own car which was skinned with all the profile pictures of their Facebook friends (who they’d inevitably have to share the car with).

The promotional campaign was extremely successful, garnering moreleads 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 than21 million. So that’s 1 in every 7 Australians.Of that figure, 1,969,249 were web visits (+16%), 324,408 were salescalls (+25%) and 1,032,196 were face to face branch visits (+11%). Andwith a conversion rate of 24% we sold over 800,000 car insurancepolicies.