NRMA Insurance to activate ‘Never without a car’ ad in live Facebook contest
To activate its ‘Never without a car’ positioning launched in March, NRMA Insurance is holding an event at Martin Place, Sydney, in May that will invite the public to vote on whether contestants should be rewarded or penalised for being without a car.
Voting will take place via live streaming on Facebook, and the final competitor in the contest gets Volkswagen Golf plus five years’ NRMA Comprehensive Plus Car Insurance.
Each challenge, such as a snow storm, hot chocolate or bagpipes, relates to an inconvenience of being without a car – or a positive reason to never be without one again.
Eleven PR has been working with Whybin\TBWA\Tequila, which produced the creative (print work, right), and sibling agency Integer on the campaign.
Mariana Cidade, consumer PR manager, NRMA Insurance, said: “Through this event we’re hoping to bring the subject of insurance and the benefits of NRMA Comprehensive Plus Car Insurance to life, so that people can have fun and engage with the product while also being entertained.”
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As a bean counter by trade I am no tree hugger, but massive fails in logic need to be outed.
NRMA has created a campaign to encourage more people to buy cars so they sell more insurance by highlighting the negatives of not having a car.
More cars statistically means more accidents. So the outcome is they are advocating increased congestion, and more prangs. More prangs means more claims, more claims means higher premiums.
Talk about doing your customers a disservice. Encouraging more people to buy cars contradicts with http://www.nrma.com.au/about-u.....ndex.shtml
How you can have an environmental policy like this but encourage increased cars on the road. So NRMA Insurance, why are you actively encouraging more cars despite the fact the net result impacts your customers negatively?
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How did you get to that logic?
It’s insurance for people who already have a car – and if an accident occurs they make sure you have another car while it is being fixed.
There are several leaps you have made with your thinking that remain unjustified, un warranted and un true.
By this logic, every beer ad is encouraging a fight. Every light globe ad is encouraging coal production.
It doesn’t all work that simply in the big bad world…
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I cycle everyday to work and would love to see tariff going to CBD in peak hours like London! All those selfish single drivers in cars.
think they’re promoting their Comprehensive Plus Car Insurance product, if you covered with NRMA Insurance and happen to have a accident you get unlimited car hire.
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This positioning and activation is incomprehensible to me. I’ve read it a couple of times and still don’t understand it.
Are they suggesting that car insurance is important because your car is important? If so, isn’t this a category message? Why does it make a consumer more likely to take out NRMA insurance over another brand.
Shouldn’t they be trying to bring to life their “experience the difference” positioning through their communications. What is the NRMA difference?
On a side note: if there is a more hackneyed slogan than “experience the difference” then I’m unaware of it.
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As an NRMA customer who has just ‘experienced the difference’, insofar as they cannot refund a premium mistake of their making immediately “we’ll give it back to you in your next 11 monthly instalments”, the promise doesn’t reflect the reality.
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Plenty of us live very happily without a car.
If they were really serious about the test, they would have to factor in all the problems associated with having a car:
– being stuck in peak-hour traffic as express trains whiz past.
– paying thousands of dollars a year in registration, petrol and (yes) insurance.
– the pain and discomfort that comes with accidents, even with insurance.
– the sheer ugliness of living in a city dominated by automobiles.
– the exercise forgone by using a car for trips that could easily be carried out by other means.
Being without a vehicle pay prove a blessing in disguise! But from this ‘experiment’, we’ll never know.
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