To show the scale of how many parts were uninsured, we built a car entirely from them. We invited people to discover which parts of their own cars weren’t covered by their current insurer and to submit them to help create our car. They could also submit designs, colours and even name the car. Once completed, we launched it like a new car. We invited the motor media to a special event to test-drive it. Then we introduced it to the public in a PR event, from there it went on a road show to all our branches.

Most Australians had no idea that there were literally hundreds of parts in their cars that other insurers considered to be ‘extras’, and didn’t actually cover. 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.We decided to turn this unique proof point into a physical demonstration of the superiority of our product.

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%.

Many of our target audience chose insurance purely on cost. NRMA offered a quality product that was more expensive. But by actually showing and letting people interact with the hundreds of parts that other insurers don’t cover, and then using those very parts to create our car, we were able to bring the problem and its solution to life and convince them that's it's not about what you pay, but what you're covered for.