NRMA operates primarily in the state of New South Wales (NSW). The total population in NSW is 7.2million people. The total car insurance market in NSW is 4.8 million, 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.

We created a car from the parts our competitors don’t automatically cover. First we used the parts in our TV, Radio, press, digital and outdoor, creating awareness of the problem. QR codes on press and outdoor sent users an instant list of parts on their cars that weren’t covered. We hung car parts from the ceilings in shopping malls. We had opinionator adshels where people voted on their favourite parts. We put a fully functioning car stereo in a bus shelter for consumers to control with their mobile phones. Each execution led to our website, where people guided our mechanics building the car in real time. They suggested parts, submitted mural designs, chose colours and even named the car. The car was launched to the public with much fanfare and media coverage. For those who couldn’t experience the finished car first hand, we created the world’s first motion activated adshel.

Our client, NRMA Insurance, wanted us to position them as having the best quality car insurance. Our target audience, saw NRMA as much the same as the other big insurers. They didn’t see a reason why they should choose one over the other. After in-depth research and a thorough competitor analysis, we discovered a truly ownable difference- there were hundreds of parts that we covered automatically, that our competitors didn’t. Clearly communicating this fact, became our main objective. We decided that instead of telling people about this key difference, we would show them. We would build a car out of all the parts our competitors don’t cover. It was relevant to us, because it was our unique selling proposition and relevant to our audience because finally there was a real differentiating reason to choose an insurance company.