Thinkerbell and Google Maps unveil interactive Ramp Rater for NRMA Insurance

Creative agency Thinkerbell has collaborated with Google Maps to create a Ramp Rater for boat owners in an NRMA Insurance project that will provide users with an NRMA-backed difficulty rating of each ramp.


The announcement:

In a world first, Thinkerbell has worked with Google Maps to help make it easier for boat owners to get on the water this summer.

The development of ‘Ramp Rater’, in collaboration with Google Australia, brings coverage of boat ramps to Google Street View and 360˚ and enables boat owners to pre-prepare and ultimately navigate their way safely down the boat ramp.

Working with a Street View Trusted Professional, Thinkerbell has added detailed new imagery to Google Maps, clearly visualising the boat ramp for drivers. In addition to this, Thinkerbell were able to stamp the ramp photographs with an NRMA Insurance rating of difficulty, helping boat owners know what they were in for before getting to a specific ramp.

Boating content creator, Jack Murphy ‘The Captain’ has been engaged to capture original boat ramp imagery from around Australia. Working with NRMA Insurance, Thinkerbell is in the process of rating boat ramps throughout Australia, with ‘Ramp Rater’ having already rolled out across 44 ramps. The technology also allows NRMA Insurance to help provide utility in other areas of Google Maps such as caravan parks, bike trails, 4WD tracks and other areas where help is needed.

Thinkerbell’s National Chief Creative Tinker, Jim Ingram, says: “We decided to improve boat ramp coverage within Google Street View. Reversing a boat down the ramp can be a daunting experience, which could go wrong at any time. With a little bit of preparation, and the added advantage of ‘Ramp Rater’, boat owners can rest assured knowing that they’re covered for every boat ramp in Australia.”

‘Ramp Rater’ forms part of NRMA Insurance’s first-ever boat campaign, aimed at encouraging Australians to protect their vessels both on and off the water, anywhere in Australia.



Client: NRMA Insurance


Creative: Thinkerbell

Chief Strategy Thinker: Adam Ferrier

National Chief Creative Tinker: Jim Ingram

Executive Creative Tinker: Paul Swann

Lead Tinker: Chris McMullen

National Head Production Tinker: Grant Anderson

Head Brand Thinker: Gerry Cyron

Chief Executive Officer: Margie Reid

General Manager (North): Katie Dally

Lead Thinker: Imagene Callinan

Lead Earned Thinker: Lauren Myers



Google Partnerships Manager: Scott Riddle

Senior Industry Manager: Jared Evans

Creative Development Lead: Victoria Berthinussen


Source: Thinkerbell media release


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