Effies
Australia
Crashed Car Showroom
Agency
TBWA\Sydney
Client
IAG Group's NRMA Insurance
Awards
Bronze
Short Term Effects
Summary
Every year some 1,400 people die on Australia's roads. NRMA Insurance (NRMA) wanted to raise the importance of safety in car choice so it decided to leverage what no other insurer had – its research and safety-testing centre. Their knowledge inspired the Crashed Car Showroom, a series of physical and digital activations that demonstrated the importance of cars' safety features. Each installation allowed people to experience first-hand the importance of car safety in car choice. The entire showroom was replicated online. The campaign achieved $2,445,894 in earned media, XXX YOY growth in customers and prospects, and XXXXX incremental profit.
Case study
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Credits
| Author / Executive Planning Director | Hristos Varouhas | ||||||||
| Author | Thijs van Dam | ||||||||
| Direct Planning Director | Will Nichols | ||||||||
| Executive Creative Directors | Matty Burton & Dave Bowman | ||||||||
| Creative Director | Peter Galmes | ||||||||
| Managing Director | Peter Fitzhardinge | ||||||||
| Art Director | Jonathon Owen | ||||||||
| Copywriter | Richard Shaw | ||||||||
| Head of Studio | Chris Mawson | ||||||||
| TV Production | Kevin Brown | ||||||||
| National Digital Creative Director | Russ Tucker | ||||||||
| Associate Executive Producer | Sean Gardner | ||||||||
| Creative Technologist’s | Ben Tan & Kiyo Nishimura | ||||||||
| Designer | Razif Djamaluddin | ||||||||
| Tech Development | David Valderrama | ||||||||
| Account Director | Paul Walker | MediaCom | |||||||
| Sounds Development | Alfred | ||||||||
| Installation Development | Big Kahuna Imagineering |