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 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 for communications. By identifying a residential catchment with receptive NRMA Members, we created a two-day activation event over a busy weekend that snared a captive audience and used them as the ambassadors for 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’.

In just a few short months we’ve seen…

195% increase in branded search

12,000 new customers representing an overall increase of 19%

$3.57 million in incremental revenue

18% decrease in cost per acquisition

380,000 views of our content videos