Spikes Asia

Cover for their Overconfidence

CHE PROXIMITY, Melbourne / RACV / 2019

Awards:

2 Bronze Spikes Asia
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Overview

Entries

Credits

Overview

Background

The brief was to launch RACV Pet Insurance, a new entrant in the market. The target market was all Australian pet owners. Because 96% of them had no health cover at all for their beloved pets.

Idea

We designed thousands of bespoke, badass veterinary products. Then fitted them to injured animals at the one place they all congregate – animal hospitals. All to launch RACV Overconfidence Cover. The first pet insurance that acknowledged animals are batshit crazy – and so is not insuring them.

Our Overconfident Vet Supplies included bandages, cones and wheelchairs that celebrated risk-taking pets. Made in collaboration with world-leading designers including the car designers from The Fast and the Furious, the costume designers from Priscilla Queen of the Desert and Lifestyle Channel tattoo stars Bondi Ink. We distributed the range via ten Australian animal hospitals. Each product came with a code that activated Overconfidence Cover. Vets used the tough medical-grade aids on their patients. And the patched up pets became Instagram-worthy ambassadors for the brand via their proud owner’s social media accounts. And starred in a major advertising campaign.

Strategy

We went where our target market were. In this case, crazy pets. Where can you find the highest concentration of them? At the Animal Hospital. So we distributed our products there.

Execution

Each bandage, cone and wheelchair came with a code that activated Overconfidence Cover. Vets used the medical-grade products on their patients. And the patched up pets wearing the tough vet supplies became Instagram-worthy ambassadors for the brand via their proud owner’s social media accounts. They also became the stars of a major advertising campaign that included TVCs, display and social.

Outcome

The campaign launched in January, 2019. Thousands of Overconfident Vet Supplies (including bandages, cones and wheelchairs) were delivered to Australian animal hospitals. Each product included a code to activate RACV Overconfidence Cover.

6.4 million media impressions

350% increase in sales year-on-year

Growth 17% faster than the category norm

Facebook reach was 850k, with an engagement rate of 85%.

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