NRMA is the organisation that over 2.4 million Australians rely on for roadside assistance in a breakdown. One of its service offerings is the MotorServe service center that helps customers with car servicing and repairs. However, only 2.14% of NRMA members currently use MotorServe.

Recognising this opportunity within it’s member base, the NRMA identified a pool of potential customers who had a profile similar to our existing MotorServe customers in terms of demographics, vehicle preferences and travelling distance to MotorServe service centers.

The agency was tasked with converting these leads into MotorServe customers and ultimately driving revenue by increasing cars invoiced and reducing the cost per acquisition.

There are two types of mechanics in the world. The ones who rip you off. And NRMA MotorServe. Problem is the public don’t know the difference. So we set out to show them. We took an ordinary outdoor site and turned it into a fully functioning MotorServe workshop.

Drivers were lured off the road. Their cars were driven onto our billboard/outdoor site, becoming part of our advertising. Then our NRMA mechanics did the rest, changing oil, replacing brake fluid, performing safety checks and even installing baby seats, all within full view of the public we wanted to convince.

From there, our activation became our content. Interviews, roadtrip tales, customer testimonials, car maintenance ‘how to videos’ and photographs taken on the day were turned into pre-rolls, outdoor ads and digital display. They each spoke to our transparent experience, helped people find their nearest MotorServe and drove online bookings.

Our idea was a unique approach to creating content. By identifying a residential catchment with receptive NRMA members, we created a two-day activation event over a busy weekend that would snare a captive audience and use them as the ambassadors of our MotorServe brand.

The content that we captured continued to fuel our communications for the next three months. On the day, video crews interviewed drivers and mechanics to create 30 SEC YouTube pre-rolls. A stills photographer captured images that were used in location-based outdoor executions, directing viewers to their nearest MotorServe. The images were also used in digital display where they helped drive online bookings. Promo Staff handed out pamphlets and encouraged passersby to ‘Save $50 off their next car service’.