案例库 · 市场与品牌 · 市场决策 · 2012–2013
这条还没译成中文，下面是英文原文。
NRMA built a working car out of the parts its rivals did not insure.
NRMA assembled a roadworthy car from 30,000 parts its competitors left off their policies, making an abstract coverage gap physically undeniable.
NRMA Insurance · Insurance Australia Group
那一手
Insurance is a grudge purchase people choose on price, and NRMA was never the cheapest. Its real difference, however, was buried in dense product disclosure statements most drivers never read.
The insight came from reading competitors' PDSs and finding that they classified hundreds of parts as 'extras' they did not cover, while NRMA covered them as standard. That is a great argument in a document and a forgettable one on a poster.
Whybin TBWA turned it physical: it built a roadworthy car from over 30,000 individual parts drawn from 52 different car models, using only the parts rivals did not insure. The public was invited to submit the uncovered parts of their own cars, pick a colour and even name the vehicle.
The car was then launched like a real model and test-driven by a well-known presenter, converting a coverage gap into a story reporters could photograph and drive.
为什么管用
- A physical object communicates a policy advantage that words cannot
- Crowd-sourcing parts made drivers feel the gap personally
- It gave a grudge category a genuinely fun, shareable moment
- It let a premium-priced insurer justify its price without discounting
可以搬走什么
When your advantage is a list of exclusions buried in a policy, do not argue it in copy — assemble the exclusions into something the reader can see and touch.
后来呢
The campaign generated around 1.3 million enquiries in the first seven weeks, and a later tally put it in the millions with a reported conversion rate around 30% and 129% ROI. It won the Grand Effie at the Australian Effies in 2013 and multiple direct-marketing awards.
资料来源
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