Most Australians had no idea that there were hundreds of parts in their cars that weren’t automatically covered by their current insurer.

We wanted to not only make them aware of this, but to get them to switch to NRMA, since we’re the only insurance company that automatically covers all the parts that others don’t.Instead of just telling people how many parts other insurers don’t cover, we decided to show them, by using the hundreds of uninsured parts to create an actual working car.

NRMA operates in the state of New South Wales (NSW). The total population in NSW is 7.2m people. The total car insurance market in NSW is 4.8m, based on the number of registered cars. In the first 7 weeks, this campaign has generated 1,315,697 enquiries via phone, branches and website visits. And the quality of enquiries is outstanding; our conversion rate for motor insurance is 30%. This is a great start to a campaign, which will continue until September 2012.

To launch the idea, we used the actual uninsured parts as our advertising through TV, radio, online, press and outdoor. QR codes on press and outdoor sent people a list of their specific uninsured parts on their cars. People could play with parts in the real world too. We put a fully functioning car stereo in a bus shelter for consumers to control with their mobile phones. People used our website to guide our mechanics building the car. They suggested uninsured parts from their own cars, submitted mural designs, chose colours and even named the car. The result was a fully operating and driveable collection of literally hundreds of reasons to insure with us, not our competitors. We then took the completed car on a tour to our branches. For those who couldn’t see it first hand, we even created a motion activated adshel to let people explore it.