NRMA Insurance promotes its car extras point of difference in new campaign via Whybin\TBWA
Last night NRMA Insurance (NSW/ACT), via Whybin\TBWA\Tequila, Sydney, unveiled the next stage of its ‘Experience the Difference’ brand campaign, which highlights that NRMA Insurance automatically covers the car extras that other insurers might not.
The campaign, developed by Whybin\TBWA\Tequila, Sydney and Mediacom, highlights that it’s the parts of your car you love the most, like air conditioning, leather seats, alloy wheels, power steering and even ABS brakes, that may not be automatically covered by other insurers. To them, these could be optional extras, which they won’t cover unless you nominate them. In fact, there are so many extras that other insurers don’t automatically cover, they’ve decided to try to create a car using them.
The agency has partnered with Will O’Rourke and The Glue Society to undertake the ambitious task of creating a complete working ‘concept’ car out of an array of extras from all different car makes and models. This journey will be closely documented over six weeks and available to follow through online content.
The campaign will run across TV, press, outdoor, display, content on YouTube and involvement in NRMA Insurance’s Facebook page. A PR launch will reveal the final car once it is built.
Web promotion through nrma.com.au/carcreation allows people to find out what extras they may not be automatically covered for with a chance to win one of six $1,000 cash cards.
Support media channels: online, Facebook, outdoor (street furniture and shopping centre), press, and radio.
Creative agency: Whybin\TBWA\Tequila & Eleven PR
Production Company: Will O’Rourke
Creative and artistic direction: The Glue Society
Media Agency: Mediacom
21 Comments
Nice idea
That’s pretty cool
I like the idea of building a car with randon bits, but can’t help but feel the idea doesn’t belong to the brand.
I mean I really like it in some ways and it’s original, but something doesn’t quite slot together nicely for me.
Very interesting idea I think.
This looks good – just in time for Cannes
Not as nice as the IKEA car tho!
http://i7.photobucket.com/albums/y297/ShamblesX/index-16.jpg
I don’t know about not feeling like the brand – I mean this is streets ahead of the unworry stuff – at least it has a point.
Building a car out of the other insurance companies gotchas is pretty sweet.
This is much better than the other ad posted last week.
I likey
Creative and Artistic Direction by the Glue Society.
So is it Whybin or Glue? Talk about stealing thunder.
I can’t help but think there are some good albeit opposing ideas fighting to get to the forefront. On the one hand, you’ve got ‘extras aren’t extras with NRMA’, but then getting to ‘you choose the extras and we’ll build a car’ feels like more of an expert mechanic angle.
It doesn’t feel like a logical link, but maybe i’m just talking shit.
Cool, different idea for insurance.
So Whybin/TBWA had noth’n to do with it then. Glue as creative?
Yellow Treehouse on wheels perhaps?
Smokin Joe, Cannes? really? with what comes out of your mouth people probably look forward to your farts.
Whatever happens the award entry film will show this to be a triumphant, nationwide success.
Something similar was done for Just Car Insurance.
A quick google search shows whybins won at Cannes for another nrma campaign and this one looks a better idea so why not.
And nrma are a NSW brand so don’t think they show the campaign to be a national success. If you’re going to be pithy, at least do some research
Yup, pay that, good going.
Props to the whybin nu schoolerz.
It’s basically a rip off of an extremely famous photograph. But it’s done nicely by nice guys.
How is building a car out of parts that aren’t insured by other insurers a rip off of a photograph?
Perhaps for the art direction of the first tv – but this style has been used on many things.
I think the idea is in a whole other level.
The idea was by Tammy Keegan and Craig Brooks. No Glue involved.