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NRMA Insurance's First Interactive Outdoor Campaign

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Insurance campaign goes outside to attract Australian audience.

NRMA Insurance's First Interactive Outdoor Campaign

First interactive outdoor of its kind for NRMA Insurance via Whybin\TBWA\Tequila, JC Decaux and Mediacom


People love the things in their car that make their car special to them – for example an upgraded car stereo.

To remind people how much they love their custom car stereos – and to remind them to check they are covered with the right insurance policy for them – NRMA Insurance have brought a car stereo to a bus shelter outside Wynyard Station in Sydney, and put the public in control of what is played via their mobile phones.
The Bus Shelter is fitted with speakers that can play a range of different tracks. Via a QR code or URL people can ‘like’ the NRMA Insurance Facebook page and pick a track to play live in the bus shelter. The track plays instantly through the speakers installed in the bus shelter.
The idea was conceived by Whybin\TBWA\Tequila who worked closely with Mediacom and JC Decaux.
JC Decaux’s Innovation department saw a great opportunity to push the boundaries of Outdoor in Australia and worked closely with Tequila and TBWA Production to make this happen.
The shelter has gone live this week and is part of NRMA Insurance’s (NSW/ACT) new campaign that launched on Sunday night. The campaign highlights another important difference in their Comprehensive Car Insurance – that NRMA Insurance automatically covers the car extras that other insurers might not.
Because consumers may not necessarily know what are optional extras (non factory fitted) on their car, particularly if the car is purchased pre-loved, the campaign seeks to inform that with NRMA Comprehensive Car Insurance they do not need to worry about identifying what is and is not considered an ‘extra’ on their car. All their car’s parts are automatically covered.
The campaign is running for NRMA Insurance in NSW/ACT
The bus shelter allows people to enjoy one of their favourite car parts – in a Bus Shelter
People ‘like’ car stereos on Facebook
The track then plays live through the speakers in the bus shelter
The following agencies worked on the campaign:
Creative agency: Whybin\TBWA\Tequila
Media Agency:  Mediacom
Media owner: JC Decaux
Client: NRMA Insurance
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Categories: Finance, Insurance, Thu, 09 Feb 2012 11:43:05 GMT