TBWA to help NRMA build a car from "extras" only

The list of these extras, including air conditioning, car music systems, power steering and alloy wheels,is so long, NRMA believes it can build an entire car from them, according to the campaign's 15 and 30-second TVCs. "In our experience, it's the parts of your car you love the most that may not be covered by your current insurer," the ads advise. "In fact, there are so many extras other insurers don't automatically cover, we're going to try and create a car using them."

The agency has partnered with production company Will O'Rourke and the Glue Society (creative and artistic direction) to build a concept vehicle from an array of extras on different makes and models. The campaign will document the experience, creating online content, over the six weeks of the trial.

The campaign is being run in the state of New South Wales and includes TV, press, outdoor and display executions. Content will also be available via NRMA Insurance's Facebook page, and on Youtube. The agencies are planning a significant PR launch once the concept car is finalised.

Credits

Creative agency: Whybin\TBWA\TEQUILA and Eleven PR
Production Company: Will O’Rourke
Creative and artistic direction: The Glue Society
Media Agency:  Mediacom