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Overconfidence Cover

Overconfidence Cover | RACV | Che Proximity
Download Download JPG | 3531x2502px
basics
Industry: Financial & Legal services
Media:TV & Cinema
Style: Minimalism
descriptioncnen
Why is this work relevant for Direct?

RACV Overconfidence Cover found a completely new, direct sales channel for their brand – Australian Veterinary Hospitals. We created a range of hardcore bandages, cones and wheelchairs that celebrated risk-taking pets by collaborating with world-leading designers including the car designers from The Fast and the Furious, costume designers from Priscilla Queen of the Desert and Lifestyle channel tattoo stars Bondi Ink. Each bandage, cone and wheelchair came with a code that activated RACV Overconfidence Cover.

Background

The brief was to launch RACV Pet Insurance, a new entrant in the market. The target market was all Australian pet owners. Because 96% of them had no health cover at all for their beloved pets.

Describe the creative idea (30% of vote)

We designed thousands of bespoke, badass veterinary products. Then fitted them to injured animals at the one place they all congregate – the animal hospital. All to launch RACV Overconfidence Cover. The first pet insurance that acknowledged animals are batshit crazy – and so is not insuring them.

Our Overconfident Vet Supplies included bandages, cones and wheelchairs that celebrated risk-taking pets by collaborating with world-leading designers including the car designers from The Fast and the Furious, the costume designers from Priscilla Queen of the Desert and Lifestyle channel tattoo stars Bondi Ink. Then we distributed the range via ten Australian animal hospitals

Describe the strategy (20% of vote)

We went where our target market were. In this case, crazy pets. Where can you find the highest concentration of them? At the Animal Hospital. So we distributed our products there.

Describe the execution (20% of vote)

Each bandage, cone and wheelchair came with a code that activated Overconfidence Cover. Vets used the medical-grade products on their patients. And the patched up pets wearing the tough vet supplies became Instagram-worthy ambassadors for the brand via their proud owner’s social media accounts. They also became the stars of a major advertising campaign that included TVCs, display and social.

List the results (30% of vote)

Business impact - sales, donations, site traffic / Response rate / Change in behaviour 150 word limit.
The campaign launched in January, 2019. Thousands of Overconfident Vet Supplies (including bandages, cones and wheelchairs) were delivered to Australian animal hospitals. Each product included a code to activate RACV Overconfidence Cover.
6.4 million media impressions
350% increase in sales year-on-year
Growth 17% faster than the category norm
credit
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Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2019
Shortlist Direct
Use of Ambient Media: Small Scale
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