Welcome TrackR
IAG
Issue 34 | March 2015
Agency
M&C Saatchi/Lida Sydney
Creative Team
Creative Directors Stephen Anderson Al Mackie Art Directors John Jordan Janine Poon Copywriters Anton Posa Jermaine Rowe
Production Team
Production David Collier Kate Best
Other Credits
Account Service Kristy Schwind Chelsey Peace Sandy Xydis
Date
December 2014
Background
With the launch of NRMA Insurance's new 'NRMADE BETTER' brand positioning, the task was to welcome new customers by re-assuring them that they'd made the right decision in taking out an NRMA Insurance policy, thus making the first step in establishing and securing the customer relationship for the long term..
Idea
Insurance companies help people protect the big things in life: cars, houses, boats and so on. But more often than not, it's the little things that go missing. And they can be extremely irritating to track down. The idea was to give people a way to find the things they often mislay by giving them the TrackR.
To use it, they simply attached the device to their wallets, keys or pets. When the object went missing, they used an app to locate it. Using Bluetooth, the TrackR emitted a noise so the user could locate the missing keys, wallet, remote etc.
Customers were provided with an immediate and tangible taste of the new NRMADE BETTER positioning by giving them a quick an easy way to find things.
Results
Since launching in December, there's been a very positive response from customers with thousands already redeeming their TrackR – helping them track down things like purses, remote controls, even pet guinea pigs. And during the process, customers provided additional data that will enable more relevant and engaging future communications.
Our Thoughts
Isn’t it fascinating how different media influence each other? For instance, brands often try to provide real help online, answering search queries with useful advice and information. Now here’s a brand taking ‘utility’ and applying it to the physical world.
There is real marketing nouse here. Insurance is something you only want to think about once a year, when, grudgingly, you renew your policy. Firstly, just being nice and giving people something for free and, secondly, getting the NRMA name in front of them every time they lose (and find) the remote will certainly differentiate the brand from its less helpful competitors.