Product: Single Item Insurance
Title: Taken in Victoria
Media: OOH, Digital
Date Of Campaign: March - Onwards
Background: RACV, Australia’s most trusted insurer, had a new product to launch. RACV Single Item Insurance. It’s cover that that protects your single favourite possession, no matter where you take it.
Idea: We reunited a young photographer with his stolen camera to create a sweeping product demonstration, Victoria’s largest ever open-air gallery and a fully connected outdoor experience. 2 years ago, aspiring Australian photographer Bodhi Bailey had his prized Mamiya 645 stolen from his car. In 2019, RACV, Australia's most trusted insurer, heard Bodhi's story. They tracked down another rare Mamiya - just like the one he had lost. And insured it with the all-new Single Item Insurance. Cover that protects items against theft or damage, no matter where you take it.Then RACV commissioned Bodhi to travel across Victoria with his newly replaced camera. 1200 kms. 30 rolls of film. 464 original photographs. The shots he took became the state’s largest ever open-air photography exhibition. Transforming traditional media spaces into gallery spaces with 185 contextual billboards right across Victoria.Every piece of outdoor was also its own connected digital experience.By geo-fencing each billboard, RACV used consumers’ location data to target them with video content, narrated by Bodhi, describing the photograph they’d just seen. Viewers could also watch the film of Bodhi’s whole story. Then click through to purchase RACV Single Item Insurance for their own treasured possessions. Taken in Victoria. The exhibition that wouldn’t have happened without a stolen camera.
Results: Commercial Objective: • Increase Sales of SII by 5%Commercial Results:• 18.7% increase in sales • 133% increase since launching the ‘Taken in Victoria’ campaign launch in people insuring their cameras with SII Marketing Objective: • 50% of new policies from new to RACV• 15% of new members to be between 25 and 34 years oldMarketing Results:• 68% of policies have been taken out by new members • 57% of these new members are within 17-34 age bracket – new target audience Communication Objective• Increase engagement of RACV Single Item InsuranceCommunication Results: • 79% of those who saw the campaign attributed SII to RACV• 11% increase in time spent on product page