Swann Insurance launches ‘Inconvenience Stores’ in new campaign via CHE Proximity

As the specialists in helping motorcyclists get out on the road, Swann Insurance is giving them even more reasons to ride in a new campaign from CHE Proximity.

Turning an everyday errand into an epic journey, a series of Swann ‘Inconvenience Stores’ are launching in remote locations, at the end of some of Australia’s best motorcycle rides. Stocked with ‘Inconvenient Products’ including milk, chocolate and toilet paper, what used to be a quick trip to the shops, is now a reason for riders to get on their bikes and open the throttle.

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Launching on TV, the campaign encourages riders to pick up the milk by finding their furthest store on Google maps. The film is supported by social, PR, a range of riders pledging to get the milk, outdoor that informs riders how far the next store is, and a line of inconvenient products that double as a 10% off policy with Swann Insurance.

Says Rita Ibrahim, marketing manager – Swann Insurance: “We’ve found that many Aussies have the best intentions when it comes to riding, but life often gets in a way. Now they have a new reason to get out on the open road”.

Says Ant White, executive creative director, CHE Proximity “It took a client with a great understanding of their customer to trust that creating milk and dunny paper, then stocking them on some of Australia’s best rides would get the attention of motorbike riders.”

The products will be stocked in fridges and shelves around Australia for the next two months.

“Milk isn’t obviously a long-standing campaign. It’s a fun way to remind riders to get on their bikes. When the milk runs dry, we’ll have to come up with another reason to ride.”

Store details:

Glenlyon General Store

63 Barkly St, Glenlyon VIC 3461

Store opens: Saturday 9th September until stocks last

Little Rae

1/65 Queen St, Berry NSW 2535

Store opens: Saturday 16th September until stocks last

The Bunyas General Store

Bunya Avenue, Dandabah Village QLD 4405

Store opens: Saturday 23rd September until stocks last

New Vogue Roadhouse

87 Mitchell St, Bourke NSW 2840

Store opens: Friday 29h September until stocks last

CEO – Chris Howatson

Managing Director – Michael Titshall

Group Account Director – Bryce Coombe

Senior Planner – Nathan Rogers

Senior Account Manager – Sophie Turner

Account Executive – Andrew Mitchell

Senior Operations Manager – Pravina Kumar

Executive Creative Director – Ant White

Creative Directors – Joe Hill / Garret Fitzgerald

Creatives – Cameron Bell / Sam Dickson

Head of Print Production – Shayne Simpson

Print Production Manager -Tom Weller

Head of Craft – Matt Allpass

Head of CHEP Films – Julie Duff

Post Producer – Jen Livingston

Director – Matt Weston

DOP – Liam Gilmour

Edit / VFX – Damian Capicchiano

Sound Post – Matt Thompson

Attention+Influence

General Manager – Simone Pipkorn

Head of Media Engagement – Amber Petty

Senior Account Director / Account Director – Laura Janus / Fleur Williamson

Account Coordinator- Nate Serravite

Swann Insurance:

General Manager – Vaughan Coots

Marketing Manager – Rita Ibrahim

Sales & Marketing Specialist – Elizabete Agra