NRMA Insurance: Crashed car showroom

This case study explains how NRMA Insurance, an Australian car insurer, used its knowledge of car model safety to get people to think more carefully about their car choice.

NRMA Insurance: Crashed car showroom

Whybin\TBWA SydneyIAG Group's NRMA Insurance

Executive summary

Every year some 1,400 people die on Australia's roads. NRMA Insurance (NRMA) wanted to raise the importance of safety in car choice so it decided to leverage what no other insurer had — its research and safety-testing centre. Their knowledge inspired the Crashed Car Showroom, a series of physical and digital activations that demonstrated the importance of cars' safety features. Each installation allowed people to experience first-hand the importance of car safety in car choice. The entire showroom was replicated online. The campaign achieved $2,445,894 in earned...

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