2001 BEST ONE-OFF MEDIA IDEA WINNER

WINNING ENTRY - Renovate Your Home Loan

COMPANY - Zenith Media

CLIENT - NRMA Insurance Group

OBJECTIVE

The NRMA had long enjoyed a good brand reputation in roadside assistance and general insurance, but the challenge taken on by Zenith Media was to move the company into the fiercely competitive home loans category. The client set targets of increasing home loans brand awareness by 10% and loan applications by 15%.

CAMPAIGN

Bypassing the traditional media choice of television and press for the category, Zenith instead bought Captive Media's entire fleet of 15 trucks. It then fitted these out with mobile billboards, and on the inside installed fully equipped offices including NRMA blue carpet, internal skins, power generators and laptop computers. It was a fully-branded NRMA mobile home loan service.

The vehicles were sent out at peak times around Sydney, Newcastle and Wollongong, and parked in high-traffic pedestrian areas where promotional staff handed out 500,000 leaflets, and demonstrated home loan simulators to interested passers-by. Lead data was captured and sent to head office.

RESULTS

The mobile lenders achieved three months worth of leads in three weeks and the campaign was declared the most successful NRMA home loans campaign on record. Home loans brand awareness increased by 33% (more than three times the target) and applications increased by 39% in the first week (well over double).