We wanted the creative execution to demonstrate the benefits of home security to staff. We placed bean cans on desks overnight to get as much impact as possible when staff arrived for work. The can contained the conversation ‘prompt’ cards inside, but also doubled as a security tool, through an ingenious false bottom, which staff could use at home to keep jewellery, passports etc safe. Now, every time they open their pantry, they’re reminded of the home security offering. Quite literally, we helped provide home security for the staff while they provided it for the customers.

Only 27% of branch and call centre staff were aware that NRMA offered home security products. Our goal was to increase unprompted awareness to 60% and prompted awareness to 75%. We achieved 75% and 87% respectively. We also found that over 50% of people took the fake can home to act as a safe.