RACV sought to drive consideration for single item insurance amongst typically uninsured millennials.

While most valuable items reflect personal passions like cameras, phones or gaming consoles, bikes presented a unique challenge:They’re seen as a utility by the consumer rather than a passion, making them significantly harder to target through contextual or content led media.

We turned this challenge into an opportunity by creating something useful for cyclists, that also demonstrate the value of “being covered”. 8000 branded Bike Seat covers were distributed onto parked bikes during rainy periods– reaching our target with no wastage, and keeping their seat dry on rainy days.

Over the course of two days accross rainy winter in the Greater Melbourne Metro area, promotional staff covered parked bike seats with 8000 bespoke (pun intended!) rain-proof branded covers.

The assets featured a price point and call to action to a unique URL, allowing us to measure the effectiveness of the tactic.