WhybinTBWATEQUILA launches “My Car is Your Car” campaign for NRMA

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ASIA-PACIFIC – SYDNEY, AUSTRALIA, NOVEMBER 2010 – Whybin\TBWA\TEQUILA has launched its first campaign for Insurance Australia Group (IAG), “My Car is Your Car”. Insurance Australia Group Limited (IAG) includes the NRMA brand in New South Wales and Queensland, the SGIO brand in Western Australia and the SGIC brand in South Australia.

The campaign illustrates the NRMA/SGIC/SGIO insurance policies that cover anyone who drives your car, even if they are not named on the policy. The new tagline “Experience the difference” , replaces ‘Unworry’ as the brand expression. “My Car is Your Car” spans various media, led by television and supported by online, Facebook, Twitter, outdoor (street furniture), press, and radio.

The TV creative features a character called Tom who is given a car, so long as he shares it with the entire country. Tom’s car is skinned with photos of his friends. In a first for the brands, the TV creative is leveraged as an activation component whereby Tom really does drive the car throughout New South Wales, Western Australia and South Australia, and allows licensed drivers in to take it for a spin.

Throughout the campaign Tom’s whereabouts and insight into his adventures on the road will be published on the campaign websites and Twitter feed. There are two Volkswagen Golf cars to be won. Friends can share the online competition via their Facebook wall for a chance to win.

CREDITS:
Creative Agency: Whybin\TBWA\TEQUILA
Client: IAG Insurance
Media Agency: Mediacom
Director: Dave Klieber
Production Company: Plaza Films