NRMA Transparent Billboard
NRMA
Issue 38 | March 2016
Agency
George Patterson Y&R Sydney
Creative Team
CCO: Ben Coulson ECD: Bart Pawlak, David Joubert Copywriter: David Barton Art Director: Brad Stapleton Design Director: Steven Iannello
Production Team
Habitat Media Agency Producer: Sam Yeomans
Other Credits
Client: Jana Kotatko, Simon Fraser Senior Planner: Waqas Tahir Account Management: Sasha Firth, Steffi Huebel, Tom Stevenson
Date
November 2015
Background
Australian's wanted their car serviced by someone they could trust. Instead they often got ripped off. The challenge for GPY&R was to promote NRMA MotorServe service centres as the open and honest alternative.
Idea
Inside every MotorServe was an 'open window' where customers watched mechanics fix their cars. It's this transparency that made the NRMA MotorServe service different. So GPY&R decided to take the workshop out into the public eye, creating the NRMA Transparent Billboard. Motorists drove onto the billboard, got a free car service by the mechanics and watched as the whole event was streamed live, proving NRMA MotorServe was the car service with nothing to hide. After the stunt was over, the content captured on the day was used to create Facebook video ads and YouTube pre-rolls, encouraging more Aussies to go with the mechanics that they could trust.
See the full campaign at http://themotorservebillboard.com.
Results
In just a few short weeks there were 1,430 NEW MotorServe customers bringing in $616,330 worth of revenue at a return on investment of 84% · 191,185 views of the activation online leading to an increase of online bookings and click to calls of 195%, directly attributed to the activation. Website visits increased by 65% based on the same period of the previous year.