Taking the idea of the pristine car showroom and turning it on its head, NRMA Insurance has launched a crashed car showroom in the centre of Sydney's CBD. The firm's top marketer also flagged a big increase in digital ad spend.
Marketers have long talked about making the traditional showroom an experience rather than a hard sell, as customers have most of the information online before making a purchase. That car insurance should follow therefore seems logical.
Situated in an old Bentley dealership, the cars in this showroom highlight the safety features in cars today, by using cutting edge technology in a experiential exhibition put together by Whybin TBWA, Digital Arts Network and event company Alfred
“This is an opportunity for us to raise awareness for safety on our roads, as well as showcase NRMA's expertise in the field,” Anthony Justice, head of marketing for NRMA Insurance said.
“One of the opportunities for us here is to be able to demonstrate we are in fact on the leading edge of some of the technologies, and we are understanding the impact they have on vehicle safety and ultimately on insurance,” Justice said.
As part of the experiential exhibition visitors can experience what it’s like to be a crash test dummy via a crash test simulator. The simulation uses the latest in 3D virtual reality technology and an Oculus Rift. This is the first time the technology has been used in a safety simulation.
Other exhibits include the use of eye-tracking technology to show how by only taking your eyes off the road for a split second to read a text message, you are putting yourself and other drivers in danger.
Justice explained that this exhibition is about making sure that NRMA customers and non customers understand what the NRMA insurance brand is about.
“We're much more than just an insurance company, we do much more behind the scenes to try and work on safety on the roads and safety in the home as well, I'd really love it to cement that experience we have in the mind of consumers.”
To accompany the showroom NRMA has also launched an online safety hub and a social media campaign.
“We're spending more and more on digital and this is no different, this is an opportunity to bring this [crashed car showroom] to life in the digital space, with both the social media campaign but also the digital safety hub we've launched online today too.”
The exhibition runs from March 18-27 and is free for anyone to visit.
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