NRMA: Car Creation
NRMA needed to educate Australians about the hundreds of hidden exclusions in competitor car insurance policies. The goal was to differentiate NRMA's comprehensive offering, increase inquiries, and improve conversion rates among car owners seeking better coverage.
Creative Idea
A car built from competitor-uncovered parts dramatically revealed hidden insurance exclusions.
NRMA built a physical car from hundreds of parts competitors didn't cover, transforming abstract policy exclusions into a tangible, interactive demonstration that educated Australians about hidden terms and conditions, driving massive engagement and conversions for comprehensive insurance.
Building a Frankenstein Car From 30,000 Exclusions
4,480 Hours of Mechanical Surgery
To transform abstract insurance jargon into a physical reality, the creative team at Whybin\TBWA\Tequila collaborated with The Glue Society and director James Dive to build a fully functioning, road-worthy vehicle. The construction required 4,480 man-hours to integrate 30,000 individual parts sourced from 52 different car models. Every component - from the mismatched floor mats to the stereo and air conditioning units - represented a specific item that NRMA covered as standard, but competitors typically excluded or listed as "optional extras."
The Camel Designed by Committee
Internally, the creative team joked that the vehicle was a "camel," referencing the adage that a camel is a horse designed by a committee. In this case, the "committee" was the Australian public, who engaged with the build phase at a rate of 8,000 part submissions per day. To bring the tech-heavy concept to life, the agency deployed interactive booths where users utilized hand gestures to "explode" a 3D digital replica of the car, revealing the hidden complexity of policy terms.
Shifting the Value Equation
The campaign successfully pivoted the insurance conversation away from "price" to "value." Despite NRMA being priced 8 - 18% higher than its rivals, the tangible demonstration of coverage led to 4.1 million enquiries - reaching 1 in 5 Australians. The initiative achieved a 48% conversion rate, more than double the initial target, and reduced the cost per call to a record low of $4.56. To maintain momentum, Shane Jacobson (host of Top Gear Australia) led a state-wide roadshow, while ambient installations at bus stops allowed commuters to test the actual car stereos featured in the build.
Creative Strategy Deconstructed
Company
NRMA possessed the capability to offer truly comprehensive car insurance that covered hundreds of parts competitors excluded.
Category
Car insurance competitors typically relied on complex, often hidden terms and conditions that obscured policy exclusions.
Customer
Australians were largely unaware of the numerous hidden exclusions in their existing car insurance policies, leading to potential under-coverage.
Culture
A growing public demand for transparency and straightforward communication, especially concerning complex financial products like insurance, was present.
Company
NRMA possessed the capability to offer truly comprehensive car insurance that covered hundreds of parts competitors excluded.
Category
Car insurance competitors typically relied on complex, often hidden terms and conditions that obscured policy exclusions.
Strategy:
Make abstract policy exclusions tangible to demonstrate superior, comprehensive insurance coverage.
Customer
Australians were largely unaware of the numerous hidden exclusions in their existing car insurance policies, leading to potential under-coverage.
Culture
A growing public demand for transparency and straightforward communication, especially concerning complex financial products like insurance, was present.
Strategy:
Make abstract policy exclusions tangible to demonstrate superior, comprehensive insurance coverage.
Strategy Technique
Make the Invisible Visible
The campaign transformed abstract, hidden terms and conditions of competitor policies into a tangible, physical car. This made the previously invisible problem of inadequate coverage undeniable and easy to understand.
Explore Technique
Creative Technique
Show, Don't Tell
Instead of merely listing hidden policy exclusions, the campaign physically constructed a car from parts competitors didn't cover. This allowed the audience to visually grasp the problem and solution directly.
Explore Technique
