Insight.
Insurance is one of the few products whose true value is only understood when something goes wrong. Because most people never experience an accident, they rarely experience the benefits they're paying for. As a result, insurance decisions are often made on price rather than value. NRMA was Australia's premium insurer because it offered broader cover than its competitors, including automatically covering anyone who drove your car. Yet one of its strongest product advantages remained invisible until customers actually needed it.
Opportunity.
Bring NRMA's unique product advantage to life before people ever needed to make a claim.
Transform an invisible product benefit into a real experience that demonstrated why NRMA was worth paying more for.
Objectives.
Increase understanding of NRMA's unique product advantage.
Demonstrate the value behind NRMA's premium pricing.
Create a brand activation people genuinely wanted to participate in.
Generate earned media and ongoing conversation.
Drive enquiries and policy sales.
Strategic Response.
Don't explain the product. Let people experience it.
Transform a unique product benefit into something only NRMA could credibly do.
Idea. My Car Is Your Car.
We transformed a unique product benefit into a national brand activation.
One Australian was given a brand-new Volkswagen Golf with one condition:
He had to share it with the entire country.
Because NRMA was the only insurer in Australia that automatically covered anyone who drove your car, it became the only brand capable of making such a promise.
The activation travelled across Australia while people flagged down the car and took it for a drive. Every interaction generated authentic film content that fuelled an integrated communications programme across earned and paid media, extending the experience far beyond the people who drove the car.
Consumers could track the car in real time through Twitter, Facebook and radio, turning the search for the vehicle into an ongoing national conversation.
Everyone who participated in the activation also had the opportunity to win their own Volkswagen Golf, creating another reason to engage. A parallel social activation invited people to customise a second prize vehicle wrapped with the Facebook profile pictures of the friends they would choose to share it with, extending participation and driving traffic to the activation platform.
Rather than simply communicating the product benefit, My Car Is Your Car allowed Australians to experience it.
Outcome.
The activation became a world first, transforming a unique product feature into a national experience that delivered significant commercial results.
In the first nine weeks:
3.3 million Australians engaged with the activation.
One in every seven Australians interacted with the brand.
1.97 million website visits (+16%).
324,408 sales calls (+25%).
1,032,196 branch visits (+11%).
Over 800,000 insurance policies sold with a 24% conversion rate.
The work was recognised internationally, receiving awards at Cannes Lions, D&AD, Spikes Asia and AWARD.
What This Taught Me.
We don't truly believe something until we've lived it. When people take part rather than just watch, they don't just get the idea, they make it their own. That sense of ownership is what drives behavioural change.
Their approach was refreshingly human. No fluff, no theory — just honest advice that moved our strategy forward
Insight.
Insurance is one of the few products whose true value is only understood when something goes wrong. Because most people never experience an accident, they rarely experience the benefits they're paying for. As a result, insurance decisions are often made on price rather than value. NRMA was Australia's premium insurer because it offered broader cover than its competitors, including automatically covering anyone who drove your car. Yet one of its strongest product advantages remained invisible until customers actually needed it.
Opportunity.
Bring NRMA's unique product advantage to life before people ever needed to make a claim.
Transform an invisible product benefit into a real experience that demonstrated why NRMA was worth paying more for.
Objectives.
Increase understanding of NRMA's unique product advantage.
Demonstrate the value behind NRMA's premium pricing.
Create a brand activation people genuinely wanted to participate in.
Generate earned media and ongoing conversation.
Drive enquiries and policy sales.
Strategic Response.
Don't explain the product. Let people experience it.
Transform a unique product benefit into something only NRMA could credibly do.
Idea. My Car Is Your Car.
We transformed a unique product benefit into a national brand activation.
One Australian was given a brand-new Volkswagen Golf with one condition:
He had to share it with the entire country.
Because NRMA was the only insurer in Australia that automatically covered anyone who drove your car, it became the only brand capable of making such a promise.
The activation travelled across Australia while people flagged down the car and took it for a drive. Every interaction generated authentic film content that fuelled an integrated communications programme across earned and paid media, extending the experience far beyond the people who drove the car.
Consumers could track the car in real time through Twitter, Facebook and radio, turning the search for the vehicle into an ongoing national conversation.
Everyone who participated in the activation also had the opportunity to win their own Volkswagen Golf, creating another reason to engage. A parallel social activation invited people to customise a second prize vehicle wrapped with the Facebook profile pictures of the friends they would choose to share it with, extending participation and driving traffic to the activation platform.
Rather than simply communicating the product benefit, My Car Is Your Car allowed Australians to experience it.
Outcome.
The activation became a world first, transforming a unique product feature into a national experience that delivered significant commercial results.
In the first nine weeks:
3.3 million Australians engaged with the activation.
One in every seven Australians interacted with the brand.
1.97 million website visits (+16%).
324,408 sales calls (+25%).
1,032,196 branch visits (+11%).
Over 800,000 insurance policies sold with a 24% conversion rate.
The work was recognised internationally, receiving awards at Cannes Lions, D&AD, Spikes Asia and AWARD.
What This Taught Me.
We don't truly believe something until we've lived it. When people take part rather than just watch, they don't just get the idea, they make it their own. That sense of ownership is what drives behavioural change.
Their approach was refreshingly human. No fluff, no theory — just honest advice that moved our strategy forward
