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.
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
