NRMA uses viral car video as springboard for branded content campaign
NRMA has used a viral internet video as the springboard for a branded entertainment campaign which has taken the form a of Hollywood blockbuster.
The original video, Buy My Marina, was a slick advert designed by a car owner to sell their 1999 Holden Barina hatchback. The video became a web hit in July and has so far chalked up 1.24 million views.
The vehicle was bought by NRMA Insurance, with the proceeds going to Cancer Council Australia, which has now used the ad to launch Barinageddon, a spoof film trailer which sees the Barina transformed into a hi-tech machine.
The two-minute trailer is being hosted on a bespoke digital platform, www.barinageddon.com and is designed to “drive engagement” with NRMA’s community safety content.
NRMA Insurance head of research Robert McDonald said, “When we purchased the Barina in August, we said we had some special plans for this little car. We did perform some tests including a new type of crash test and people can view this here.”
“Barinageddon takes our plans well beyond what we could have imagined, and the resulting content is entertaining, engaging and a great way to attract customers to our brand and the full breadth of content on our YouTube channel.”
Lee Ritson, cchief executive of content creation agency Chimney Group, who worked on the campaign, said: “NRMA Insurance has been the perfect partner to transform the Barina into a Hollywood blockbuster action star. They appreciate what engaging and compelling content can do.”
topics
content marketing
It’s Buy My Barina, not Marina
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