Swann Insurance ‘Inconvenient Stores’
Swann Insurance
Issue 45 | December 2017
Agency
CHE Proximity Melbourne
Creative Team
Executive Creative Director Ant White Creative Directors Joe Hill, Garret Fitzgerald Creatives Cameron Bell, Sam Dickson
Production Team
Head of Print Production Shayne Simpson Print Production Manager Tom Weller Head of Craft Matt Alpass Head of CHEP Films Julie Duff Post-Producer Jen Livingston Director Matt Weston DOP Liam Gilmour Editing/VFX Damian Capicchiano Sound Post-Production Matt Thompson
Other Credits
CEO Chris Howatson Managing Director Michael Titshall Client Partner Bryce Coombe Senior Planner Nathan Rogers Senior Account Manager Sophie Turner Account Executive Andrew Mitchell Attention+Influence (PR) General Manager Simon Pipkorn Head of Media Engagement Amber Petty Account Directors Laura Janus, Fleur Williamson Account Coordinator Nate Serravite Client General Manager Vaughan Coots Marketing Manager Rita Ibrahim Sales & Marketing Specialist Elizabete Agra
Date
September 2017
Background
Swann Insurance specialised in motorcycle insurance, helping bikers get out onto the road. The only problem was that they had found most motorcyclists bought bikes but rode them less and less frequently as the demands of everyday life got in the way.
They wanted to remind their customers of the joys of the open road.
Idea
A number of small general stores in the outback were re-branded as Inconvenience Stores. In remote locations at the end of some of Australia's best motorcycle rides, they were stocked with Inconvenient Products, such as milk, chocolate and toilet paper so that what was once a quick trip to the corner store was now a reason to jump on the bike and open the throttle. The rides varied from stores inconveniently located two hours away to stores inconveniently located over 800km away, so no matter how far a rider wanted to go, there was an Inconvenience Store awaiting them.
The products doubled-up as a 10% discount on Swann Insurance.
The campaign consisted of TV, radio, social, PR, print, OOH plus an interactive google map showing riders the routes to stores.
Results
Just launched nationally. Results pending.
At least one participant has chosen the 800km option to go and pick up the milk.
Our Thoughts
Wonderfully Australian in every way. An insurance company that wants its customers to bike more, not less. In a country with the climate and the empty roads to make a long-distance journey fun. And an idea that is the perfect reversal of how most people pop out to the shops for the basics.
The implicit message, "You've got a bike, now go out and bloody ride it", managed to be both insightful and inviting.
What's not to like?