NOTICE

The file is temporarily not accessible. Please try later!

NOTICE

The current file is MB in size and your download remaining (MB) is not sufficient.

Your monthly download limit(150MB) will reset 12:01 a.m. GMT on the 1st of each month.

NOTICE

Considering bandwidth cost, WELOVEAD provides limited free download service.

Please notice the following before downloading the file.

Befor Download MB
File size MB
After download MB

NOTICE

Due to busy traffic of our server for this moment, please wait seconds before you are able to download again.

Inconvenience Stores

basics
Industry: Financial & Legal services
Media:Ambient & Interactive
Market:Australia
Style: Minimalism
descriptioncnen
Synopsis
Swann Insurance is a leading specialist motorcycle insurer in Australia. Their niche market was changing as bigger, more general insurers were cutting prices and weakening Swann’s specialist proposition. An aging campaign that focused on rational benefits (protection and value) had worked when motorcyclists defaulted to specialists; but they could no longer be relied upon to choose Swann. Swann needed to transform their brand to build an emotional connection to the sub-culture it served; a subculture where identity and belonging mattered most. The brief was to establish a positioning and a platform that drove the relevance of the Swann brand again and demonstrated that Swann Insurance was an integral part of the motorcycling subculture within Australia.
Strategy
We were talking to motorcyclists all over Australia. Awareness wasn’t an issue for Swann Insurance, but brand relevance was beginning to be. As an insurer, Swann’s core benefit is one of protection – protecting riders’ passion and their bikes. However, to truly make a difference in the category, Swann needed to do the opposite of what an insurer would do (reduce risk) and proactively enable riders to enjoy their passion to the fullest. Quantitative research showed that riders were using their motorbikes less as they grew older – with the average rider getting on their bike just twice a month. We spoke to riders and found that it wasn’t because they had lost their passion or enjoyment; it was simply that life would get in the way. This insight solidified Swann’s role beyond protection – to enable reasons to ride.
Relevancy
Swann Insurance’s ‘Inconvenience Stores’ campaign was conceived to build the Swann brand and drive direct acquisitions. Bringing to life the ‘Another Reason to Ride’ brand platform, Swann Insurance – a specialist motorcycle insurer – created a series of stores at the end of Australia’s most epic motorcycle rides. Turning a quick trip into an epic adventure, they were stocked with Swann’s own dedicated range of Inconvenient Products (milk/chocolate/toilet paper). These products were free for riders, and designed to increase acquisitions with a 10%-off policy offer on the back.
Outcome
From entire clubs, to celebrities, enthusiasts and casual riders, all types on all kinds of bikes began going great distances to grab the milk – some even interstate. And Swann Insurance proved it understood riders better than anyone else, with the results to show for it. A key objective of the campaign was to drive lead acquisition in a new, innovative way. By creating a real-life product range in a category that only sells intangible products; as well as a reward for effort through a competitive offer, we were able to drive leads up 23%. This resulted in a revenue growth of 52.6% YOY. Online and brand engagement as a result of the campaign increased by 284% across the life of the campaign. What’s more, the campaign delivered a positive ROI of $1:$7.14 – for every $1AUD Swann Insurance spent, the campaign delivered $7.14.
Execution
The campaign began with the creation of four ‘Inconvenience Stores’ across Australia. The stores were located at the end of Australia’s most epic rides, rewarding those who went on the journey. The stores were fitted out with a bespoke branding experience, complete with retail features like wall stickers, shelf wobblers, sandwich boards, decals and in-store displays. Along with the stores, the Inconvenient Product Range was born. Made purely for riders, units of milk, chocolate and toilet paper were produced and stocked on the shelves at each Inconvenience Store. They were free for riders and offered them a 10% insurance discount to drive direct acquisition. Supporting the launch, a TVC announced the opening of the stores to the nation. This was reinforced through digital/social channels and online maps/comms that helped riders find their furthest store. Outdoor placements in far-off regional areas were also utilised, showing riders the way across the country.
ClientBriefOrObjective
Overall budget - $150,000 spent on production. • Head hours - $25,0000 • Post Production - $30,000 • Production - $80,000 • POS production – $5,000 • Product production - $10,000 $105,000 spent on paid media. • Paid TV - $95,000 • Regional OOO - $5,000 • Trade press magazines - $3,000 • Digital - $1000 • Social amplification - $1000
CampaignDescription
Turning an everyday errand into an epic adventure, Swann ‘Inconvenience Stores’ opened at the end of Australia’s best rides. They were stocked with Swann’s own Inconvenient Products (milk, chocolate and toilet paper) that were free for riders and offered them a 10% insurance discount via a unique code. Getting the milk now meant getting on your bike for hours – in some cases days. A TVC announced the opening of the stores, and online maps and outdoor showed riders the way. With Social and PR, including radio interviews and press, magnifying the message, riders soon took to the road.
credit
Brand:
Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Direct
Excellence > Low Budget / High Impact Campaign
Latest Updated
Loading...
Sponsor