Give DIY a try
NRMA Insurance
Issue 38 | April 2016
Agency
M&C Saatchi Sydney/Lida
Creative Team
Chief Creative Officer: Andy DiLallo Creative Chairman: Ben Welsh Creative Directors: Stuart Ghent Gary Dawson Paula Keamy Head of Art: Niccola Philips Creative Team: Neil Walshe Michael Harris
Production Team
Production: Rod James Mick Perry Tash Johnson Lucinda Hayden Director: Adam Blaiklock Editor: Christian Gazal Sound: SongZu Post Production: Method Studios
Other Credits
Managing Director: Christine Gardner Strategy Partner: Victoria Curro Account Service: Brendon Harrington, Katie Morgan, Meredith Olson, Nicki Adams, Sandy Xydis, Tom Hennessey
Date
September 2015
Background
In Australia, climate change has meant more extreme fires, floods and cyclones than ever before. And every time disaster strikes, NRMA Insurance gets inundated with calls. Most are for non-essential requests which customers could easily manage online. But because they don't, they're taking up phone operator's precious time which could be better spent on more urgent calls. So the task was to inspire people to put down the phone and manage their own policies online.
Idea
Australians love DIY (Do It Yourself). DIY shows rate among the highest. And visiting a home hardware store can be a weekend ritual for most. So targeting NRMA Insurance customers on email and through social channels, the idea was to tap into this cultural trend by creating a character, Deirdre: a go-get-em 80-year-old who loves DIY. In between her big projects, she empowered customers by showing them how easy it is to manage their policies online.
Results
Since launching in September, the response to Deirdre from customers has smashed expectations. The first month's login target was surpassed within 15 minutes of launch. And after 4 weeks, the login target was exceeded by 70%. Most importantly, the reduced call volume has helped free-up phone operators, who can now more swiftly assist Australians that are hit hardest by disaster.