RACV – Home Insurance

CHALLENGE

RACV has limited awareness in market for products beyond Roadside Assist and Motor Insurance, and also has an aging customer base. The challenge was to expand consumer knowledge of RACV’s product offering, and appeal to newer, younger market entrants beyond their core 40+ audience.

OBJECTIVE

Drive awareness around RACV’s Home Insurance products and engage new audiences, helping to drive higher brand consideration for RACV.

THE DEFINING INSIGHT

Whether audio or visual, streaming media behaviour is higher than ever before. 74% have viewed screen content via social platforms, and streaming video on demand (SVOD) peaks in the P18-34 demographic with 81% penetration.

STRATEGY & SOLUTION

To give RACV maximum brand impact to a largely Millennial audience, we needed to be where they were: streaming. Our solution was Jase & PJ’s 56 Hour Marathon presented by RACV – an initiative led by KIIS101.1 that had Melbourne captivated with addictive content that seamlessly weaved the RACV Home Insurance products through 56 hours of in-show content airtime and shared live across Facebook and websites via a 56-hour live stream.

We helped drive cut-through to a younger demographic by aligning to KIIS assets on-air, online and on-ground at the 56th hour – completing the campaign with a high-impact live listener event at Federation Square in the heart of Melbourne.

RACV had plenty of brand moments, including live crediting, hourly consumer giveaways, RACV-branded treat door reveals with fun giveaways, a prized possessions consumer promotion where listeners could register for RACV to replace their stolen or damaged possessions, and a grand finale hero moment awarding Jase with a brand-new electric scooter, all thanks to RACV.

THE RESULTS

  • 100% POSITIVE SENTIMENT ON RACV’S SOCIAL CHANNELS – AND AN UPLIFT OF TRAFFIC TO RACV WEBSITES
  • 700,000 REACHED THROUGH OUR 56-HOUR LIVE STREAM
  • 84,353 PEAK FACEBOOK ENGAGEMENTS OVER THE 56 HOUR PERIOD

The Power of Advertising

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