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2014 GOLD RENAISSANCE
APAC
NRMA Insurance Car Creation
RAN IN: Australia
CLIENT
Insurance Australia Group
John Lewis - Head of Communications
Liz Smith - Head of Communications
Dave Bowman - Executive Creative Director
Craig Brooks - Art Director
Sydney Matty Burton - Executive Creative Director
Bridget Cleary - Senior Account Director
Tammy Keegan - Copywriter
Gavin Mcleod - Creative Director
Russ Tucker - National Digital Creative Director
Hristos Varouhas - Executive National Head of Planning
SUMMARY
You trawl through your competitors product disclosure statements and discover that many dont insure drivers for parts that are covered as standard in NRMA Insurances policy. From this you devise an incredibly risky idea to build a working car out of all the parts that other insurers dont cover. 12 weeks later youve got a working car built from scratch using over 30,000 individual parts and, an ecstatic client whose campaign delivered 3.3m enquires, an ROI of 129%; all the while dropping cost per call by 255%.
