Whybin\TBWA\Tequila’s first work for NRMA has Tom share his car with the entire country
The first new work out of Whybin\TBWA\Tequila Sydney since it won the account from M&C Saatchi in August, highlights one of the insurer’s key product differences — that an NRMA Insurance policycovers anybody who drives your car, even if they’re not nominated.
To prove the point the agency has launched a large activation inwhich a real person, called Tom, has been given a car on the condition that heshares it with the entire country.
“Whoever wants to drive it can, it is truly a campaign that only an insurer could ever manage to pull off,” says Dave Bowman, who is joint ECD of Whybin\TBWA\Tequila with Matty Burton.
The car is wrapped with profile pictures of people who have already driven it, making it easy to identify for anyone wanting a drive.
Or, Tom can be geo-located online at anytime on the NRMA website. The site goes live on Saturday.
The first television ad launches on Sunday and is directed by Plaza’s Dave Klieber. It’s made up of content gathered from Tom driving around Australia and will be refreshed as new content comes in throughout the campaign.
As well as all the usual touch points like TV, print, outdoor, radio and online, two competitions – one in-store and one on Facebook are also giving consumers the chance to win a car to share with their friends. Like Tom’s car, it will be wrapped in pictures, but compiled from their own friends’ profile picture
Credits
Agency: Whybin\TBWA\Tequila
Client: IAG Insurance
Media: Mediacom
Director: Dave Klieber (Plaza Films)
29 Comments
Awful, it just feels too contrived and set up . Fail.
Like to see the next ones
Love it, super clever….an great start for a tough category
took me a while to figure out what the message was supposed to be then when I did I thought “so what” Every insurer does that.
Fail
How’s Perth ?
I preferred Unworry and no, i don’t work for that agency.
reminds me of the sbs tv series ‘stories from the golf’ and the red bull F1 ‘faces’ car – still, it’s lot better than ‘unworry’.
“Love it, super clever….an great start for a tough category” – you are obviously the originator of this crap. Rule number – never read or post comments about your own work.
A real worry.
That’s good and I’ll tell you why.
Because it relevantly dramatises a true product benefit in an engaging way and it has never been done before.
I know a lot of you will be upset that it’s not another humourous spoof – but at least the guy has a beard.
Grow up all of you, this is a good advertising idea.
No, I don’t work there.
Funny that whenever someone make a negative comment some @hole will tell people to “grow up”. There are hundreds of ads that are product benefit led. That doesn’t make them engaging or different. An authentic ad with an idea makes it engaging and memorable.
Its not a good idea, it’s average at best.
Experience the difference. wOW that sounds vaguely familiar?
Uni South Australia’s line
A few things.
Harry if you think insurance is a tough category then you’d be struggling to work on any category at all. Insurance usually produces some of the best advertising at Cannes.
3.14 that was shallow, patronising and utterly unconvincing. Glad you’re not selling my work.
7.31 is absolutely right by saying its average at best.
Same line also used by my local RSL. Nice work.
http://www.balgowlahrsl.com.au/
so everyone is buzzing at Whybins.
what about this???
you must be kidding me.
that’s brilliant.
unlike this, this isn’t even an ad, it’s a trailer for a promo to win a car.
buzzing??
rack ’em up.
I can hear the Hornet laughing from here.
I like.
I like too… Watch this sleeper unfold
However they dress it up, it’s just another company giving away a car. There are probably 50 or so shopping malls in Australia that are saying ” Oi, the NMRA have nicked our idea. ” Poor stuff indeed.
Pepepepepepep well done me likey a lotty pepepepepepep
I hope the rest of the campaign is better than this. It failed to engage me at any level.
Why do people think that by saying, “No, I don’t work there”, that we all going to believe them. If these ‘anonomi’ (my plural for the collective anonymous) actually had the balls to enter comments under their own names we’d atleast have some respect for their comments.
A blog full of cowards and backstabbers
Have you guys seen the TVCs, its quite fresher/younger feel for nrma insurance. def better than any budgetdirect ads
wonder if they going out west to Cabramatta or Mt Druitt to pick up my friends?
peace out
Looking at the grammar of Harry Thekingofengland’s posts, I have a feeling he’s not English at all.
…and Raude McKane is your real name… sure…. ok.
Well fuck me.
If they’d done a trad TV ad, you’d slag them off for being Oldskool.
They’ve done a campaign where the idea is participation, and you slag them off for not doing a way cool TV spot.
You realy should make up your mind
11.00, i applaud their intent, but sadly the idea is dull and badly executed.
The guy in the Beard is hot! Happy Mardi Gras!