RACV, OVERCONFIDENCE COVER (2018)

AGENCY: CHE PROXIMITY

Role: Social strategy, social creative

Pets are batshit crazy – and so is not insuring them.

The brief was to launch RACV Pet Insurance, a new entrant in the market. The target market was all Australian pet owners. Because 96% of them had no health cover at all for their beloved pets.

I played a key role in creating an influencer strategy that would help us amplify the campaign sentiment of badass-ery and urge Aussies to get their furbaby covered.

Thousands of bandages, cones and wheelchairs that celebrated risk-taking pets were made in collaboration with world-leading designers including the car designers from The Fast and the Furious, the costume designers from Priscilla Queen of the Desert and tattoo stars Bondi Ink. Each came with a code that activated RACV Overconfidence Cover. Vets used the tough, medical-grade products on their patients. And the patched-up pets became Instagram-worthy ambassadors for the brand via their proud owner’s social media accounts.

They also became the stars of a major advertising campaign that included TVCs, display and social. RACV Overconfidence Cover. Pets are batshit crazy – and so is not insuring them.

Results.   

• D&AD Shortlist, 2019, Collaboration

• Caples, 2019, Bronze, Integrated

• Share of voice in market was 50%, compared to RSPCA at 33% and Woolworths at 17%.