SUB CATEGORY :

DIRECT CAMPAIGN FOR RETENTION/LOYALTY

COMPANY ENTERING :

CHE PROXIMITY, MELBOURNE

TITLE :

NRMA SAFETY HUB

BRAND :

NRMA INSURANCE

ADVERTISER :

INSURANCE AUSTRALIA GROUP

AGENCY :

CHE PROXIMITY, MELBOURNE

CHIEF EXECUTIVE OFFICER :

CHRIS HOWATSON

CHIEF STRATEGY OFFICER :

DAVID HALTER

CHIEF TECHNOLOGY OFFICER :

MARK GRETTON

CHIEF CREATIVE OFFICER :

ANT WHITE

EXECUTIVE CREATIVE DIRECTOR :

HAMISH STEWART

CREATIVE DIRECTOR :

DANIEL DAVISON/ASHLEY WILDING

TRANSFORMATION DELIVERY DIRECTOR :

CALLUM HOOGESTEGER

DIRECTOR/DATA SCIENCE :

JAMES GREANEY

SENIOR DESIGNER :

FABIO D'AGUANNO/VANESSA SAPORITO

GROUP ACCOUNT DIRECTOR :

STEPHANIE AGOSTINO

CLIENT PARTNER :

LORRAINE GORMLEY

HEAD OF STRATEGIC DESIGN :

MATT WILLCOX

SENIOR EXPERIENCE PLANNER :

ALEC BARR/ALYCE ELIA

HEAD OF CX :

LAURA WILLIAMS

THE BRIEF :

THE CENTRAL PURPOSE OF IAG IS TO MAKE YOUR WORLD A SAFER PLACE. THIS BRAND PURPOSE TRANSLATED INTO AN EXPERIENTIAL APP TO GIVE CUSTOMERS A UNIQUE INSURANCE EXPERIENCE. SAFETY HUB REDESIGNED THE INSURANCE CATEGORY BY PROVIDING PROACTIVE AND RELEVANT SAFETY ADVICE. WITH MONEY NORMALLY USED FOR PAYING OUT AFTER THE DISASTER, WE PAID PEOPLE TO BE SAFER BEFORE THE DISASTER, TO HELP AVOID IT COMPLETELY. WE RECEIVED UNPRECEDENTED LEVELS OF ENGAGEMENT AND OVERWHELMING CUSTOMER SATISFACTION, SHOWING WE CAN ENGAGE CUSTOMERS BEYOND INSURANCE AND TRULY HELP KEEP THEIR WORLD A SAFER PLACE.

THE STRATEGY :

WE IDENTIFIED NRMA’S HIGHEST RISK CUSTOMERS BASED ON THEIR RISK PROFILE. FOR EACH CUSTOMER, WE BUILT A PERSONALISED DATA LOGIC LAYER THAT INFORMED HOW WE TASKED THAT INDIVIDUAL TO BE SAFE, AND THEREBY HOW WE PROVIDE THEM WITH AN OPPORTUNITY TO BE REWARDED. USING THIS INFORMATION, WE CREATED A RANGE OF SIMPLE, PERSONALISED SAFETY TASKS DELIVERED THROUGH THE SAFETY HUB APP. CUSTOMERS WERE GUIDED THROUGH TASKS LIKE CHECKING FOR FAULTY FLEXI HOSES, FAULTY TAKATA AIRBAGS, BUYING FIRE BLANKETS, AND PREPARING FOR STORM SEASON. EACH TIME A TASK WAS COMPLETED WE PAID THEM FOR REDUCING THEIR RISK.

THE EXECUTION & CRAFT :

COMBINING MULTIPLE DATA SOURCES, WE IDENTIFIED 156,000 HIGH-RISK HOME AND MOTOR INSURANCE CUSTOMERS SUSCEPTIBLE TO STORM AND CYCLONE, AGING HOMES AT RISK OF CATASTROPHIC INTERNAL FLOODING, AND HOUSE FIRES. OUR DATA SOURCES WERE ESSENTIAL IN MAKING SURE THAT CONNECTION WAS MEANINGFUL AND ENGAGING. THEY WERE INVITED TO DOWNLOAD SAFETY HUB. THEN WE PAID THEM IN CASH TO COMPLETE ‘SAFETY TASKS’ DESIGNED TO REDUCE THEIR RISK OF DISASTER. BEHAVIOUR WAS LOGGED AND ANALYSED THROUGH ADOBE CAMPAIGN AND TRIGGERED THE NEXT BEST ACTION FOR EACH CUSTOMER, WHETHER THAT WAS COMPLETING UNFINISHED TASKS OR MOVING TO THE NEXT ONE.

THE RESULT :

16,964 SAFETY TASKS HAVE BEEN SENT OUT WITH OVER 25% COMPLETED. HUNDREDS OF THOUSANDS OF DOLLARS OF POTENTIAL CLAIMS HAVE BEEN PREVENTED. MOST IMPORTANTLY, MANY AUSTRALIAN HOMES ARE NOW SAFER. ENGAGEMENT WITH SAFETY HUB WAS DOUBLE THAT OF EXISTING NRMA APP AND RECEIVED UNPRECEDENTED LEVELS OF CUSTOMER SATISFACTION. ● 82% FEEL PREPARED TO RECOVER FROM AN UNEXPECTED EVENT. ● 79% OF CUSTOMERS SEE NRMA INSURANCE AS A MORE PROACTIVE INSURER. ● 68% FEEL MORE VALUED.