To show the sheer number of parts other insurers didn’t cover, we set out to build a car out of them. A fully integrated campaign launched the idea and invited people to discover which parts of their own cars weren’t covered by their current insurer and to submit them to help create our car. They could also submit designs, colours and even name the car. We then promoted the completed car like a new car launch and made it the star of the ongoing campaign. It quickly became an iconic reminder of how much better our product was.

Car insurance is an intangible product. You can’t touch it, feel it or interact with it. Our strategy was to find a compelling proof point that we could turn into a physical demonstration of the superiority of our product. After careful research, we discovered that there were hundreds of parts in most cars that only NRMA Insurance automatically covered. We wanted to not only make potential customers aware of this, but to get them to switch to NRMA.

NRMA operates 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%.

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's it's not about what you pay, but what you're covered for.