Most Australians had no idea that there were hundreds of parts in their cars that weren’t covered by their current insurer. We wanted to make them aware of this and get them to switch to NRMA, since we’re the only insurance company that automatically covers all the parts that others don’t.

NRMA operates primarily in the state of New South Wales (NSW). The total population in NSW is 7.2m people. The total car insurance market in NSW is 4.8m, based on the number of registered cars. In the first 7 weeks, this campaign has generated 1,315,697 enquiries via phone, branches and website visits. And the quality of enquiries is outstanding; our conversion rate for motor insurance is 30%. This is a great start to a campaign, which will continue until September 2012.

To show the scale of uninsured parts, we created a car out of all the parts our competitors don’t cover. To launch the idea, we used the actual parts. We hung them in shopping malls, had mobile activated car stereos in bus shelters and QR Codes on press and outdoor, which sent users lists of their uninsured parts. People used our website to guide our mechanics building the car, by suggesting parts, submitting mural designs, choosing colours and even suggesting names. We took the completed car to branches and even created a motion activated adshel to let people explore it.

Many of our target audience chose insurance purely on cost. NRMA offered a quality product that was more expensive. But by actually showing and letting people interact with the hundreds of parts that other insurers don’t cover, and then using those very parts to create our car, we were able to bring the problem and its solution to life and convince them that it’s not about what you pay, but what you’re covered for.