NRMA Insurance and Thinkerbell launch new interactive ‘Ramp Rater’ within Google Street View & 360˚ to assist Australian boaters
In a world first, NRMA Insurance and Thinkerbell have worked with Google Maps to help make it easier for boat owners to get on the water this summer.
The development of ‘Ramp Rater’, in collaboration with Google Australia, brings coverage of boat ramps to Google Street View and 360˚ and enables boat owners to pre-prepare and ultimately navigate their way safely down the boat ramp.
Working with a Street View Trusted Professional, Thinkerbell has added detailed new imagery to Google Maps, clearly visualising the boat ramp for drivers. In addition to this, Thinkerbell were able to stamp the ramp photographs with an NRMA Insurance rating of difficulty, helping boat owners know what they were in for before getting to a specific ramp.
Boating content creator, Jack Murphy ‘The Captain’ has been engaged to capture original boat ramp imagery from around Australia. Working with NRMA Insurance, Thinkerbell is in the process of rating boat ramps throughout Australia, with ‘Ramp Rater’ having already rolled out across 44 ramps. The technology also allows NRMA Insurance to help provide utility in other areas of Google Maps such as caravan parks, bike trails, 4WD tracks and other areas where help is needed.
Says Jim Ingram, national chief creative tinker, Thinkerbell: “We decided to improve boat ramp coverage within Google Street View. Reversing a boat down the ramp can be a daunting experience, which could go wrong at any time. With a little bit of preparation, and the added advantage of ‘Ramp Rater’, boat owners can rest assured knowing that they’re covered for every boat ramp in Australia.”
‘Ramp Rater’ forms part of NRMA Insurance’s first-ever boat campaign, aimed at encouraging Australians to protect their vessels both on and off the water, anywhere in Australia.
Client: NRMA Insurance
Creative: Thinkerbell
Chief Strategy Thinker: Adam Ferrier
National Chief Creative Tinker: Jim Ingram
Executive Creative Tinker: Paul Swann
Lead Tinker: Chris McMullen
National Head Production Tinker: Grant Anderson
Head Brand Thinker: Gerry Cyron
Chief Executive Officer: Margie Reid
General Manager (North): Katie Dally
Lead Thinker: Imagene Callinan
Lead Earned Thinker: Lauren Myers
Google
Google Partnerships Manager: Scott Riddle
Senior Industry Manager: Jared Evans
Creative Development Lead: Victoria Berthinussen
9 Comments
This is the type of first that I like It serves a purpose and appears to have genuine utility
This is actually pretty impressive, definitely a First.
Nice!
useful
As a boat owner I get this and might actually use it if I know and remember that it’s there
haha cool ! nice to see an ad with an actual use beyond chasing awards
Ok this is actually fucking good. Proper platform integration, not just some bullshit hack. Well played however they pulled it off with Google.
Unfortunately, I cant think of much negative to say on this one. It’s excellent.
I know what you mean. It’s almost as if anything negative I was thinking or going to say about this is just trapped somewhere in cyberspace and I’m only able to say positive things. Even if the work is mundane it’s great