NRMA Insurance: Crashed Car Showroom

Every year some 1,400 people die on Australia’s roads.

Asked what’s most important when considering a new car purchase, people typically respond with “safety”. Yet why is it that safety is often trumped by aesthetics at the point of purchase?

As Australia’s largest insurer, NRMA Insurance (NRMA) wanted to raise the importance of safety in people’s minds so it drives more of their car choice.

To do so, NRMA decided to leverage what no other insurer had. Its research testing centre. Here, NRMA crash tests cars to understand where they need to be improved before they are made available for sale. It then works with car manufacturers to help them improve their cars’ safety capabilities.

As a leader brand, NRMA cares to share what it knows for the benefit of others. This mantra inspired the most innovative brand activation campaign ever done in the insurance category - Crashed Car Showroom.

To raise the importance of safety in car choice, NRMA opened a world-first Crashed Car Showroom. A custom-built physical and digital activation that demonstrated the importance of cars’ in-built safety features. A display of crashed cars delivered our message, each one an interactive digital installation powered by decades of crash test data and insurance claims. The entire showroom was replicated online to reach a wider audience.

Each installation gave people a first-hand demonstration of car safety.

An Oculus Rift simulator let people crash test cars with different safety ratings, showing how certain features can save their life. A dissected car explained essential safety features. Eye-tracking technology demonstrated new braking systems. And a hail gun dramatically tested the strength of car exteriors.

The event saw 19,491 people in foot traffic and 109,403 online visits. The PR earned 46,000,000 media impressions, appearing on national news for 11 minutes, on 127 radio stations and in every national newspaper (valued at $2,445,894).

It created a 2.93% uplift in customers and prospects and achieved a YOY growth of 9.74%, resulting in $1,773,462.13 incremental profit.

More importantly it started a media debate on car safety, putting it top of mind for every Australian and influencing consumer behaviour.