Swann lures bikers with inconvenient stores

11 September 2017

Creative Agency: Clemenger Proximity (Sydney)

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The ads, from Swann Insurance and CHE Proximity, turn an everyday errand into an epic journey for motorcyclists.

The latest ad from motorcycle insurance specialist Swann Insurance is giving people more reason to ride with the launch of Inconvenience Stores.

The brand has rebranded a number of small general stores in inconvenient, remote places, along some of Australia's best known motorcycle routes, meaning people have to go on bike rides out of the way to get their usual milk and toilet paper.

The ads will run across TV from this week, and be supported by social and PR activity.

It challenges riders to find the furthest away store using Google Maps.

The products available in-store also double as a 10% discount on Swann insurance.

Rita Ibrahim, Swann marketing manager, says: “We’ve found that many Aussies have the best intentions when it comes to riding, but life often gets in a way. Now they have a new reason to get out on the open road”.

Ant White, CHE Proximity executive creative director, says: “It took a client with a great understanding of their customer to trust that creating milk and dunny paper, then stocking them on some of Australia’s best rides would get the attention of motorbike riders.”

Stores can be found in Glenlyon VIC, Berry NSW, Dandabah Village QLD and Bourke NSW.

CREDITS:

CEO – Chris Howatson
Managing Director - Michael Titshall
Group Account Director – Bryce Coombe
Senior Planner – Nathan Rogers
Executive Creative Director – Ant White
Creative Directors – Joe Hill / Garret Fitzgerald
Creatives – Cameron Bell / Sam Dickson

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