CHE Proximity takes home two Lions for NRMA Safety Hub

Paige Murphy
By Paige Murphy | 20 June 2019

CHE Proximity Melbourne has won a Silver Lion in the Creative Data category and Bronze Lion in the Creative Strategy category for its work Safety Hub for NRMA.

The agency designed an app using NRMA's insurance experience and recent claims data to pinpoint homes most at risk of disaster.

156,000 high-risk Australians were invited to download the app and participate in a program designed reduce their risk. 

A series of safety tasks were served to users based on their risk profile data. Each time one was complete, NRMA paid them in cash for reducing their risk.

The Creative Data Lions category honours the interplay of ideas and information, with 429 entries received this year.

The jury awarded 13 of 48 shortlisted for the Creative Data Lion: one Grand Prix, two Gold Lions, four Silver Lions and six Bronze Lions.

The Grand Prix was awarded to ‘Go Back to Africa,’ for Black & Abroad, by FCB/Six Toronto.

The work helped to reframe the way people think about Africa, by creating a platform that displaces the hate surrounding the racial slur “Go Back To Africa”.

Creative Data, Jury President, Yasuharu Sasaki, Head of Digital Creative and Executive Creative Director, Dentsu Inc., Japan, said: “In this digital age, there are a lot of negative data like fake news, privacy violations, or hate messages. The Grand Prix winner tackled this issue with a bold and impactful way. It changes negative messages into meaningful contents. It created a new community with the power of data and contributed to the culture.”

In the launch year of the Creative Strategy Lions, which celebrates the idea behind the idea and how strategic planning can redefine a brand, 848 entries were received.

The jury awarded 22 of 80 shortlisted for the Creative Strategy Lion: one Grand Prix, three Gold Lions, seven Silver Lions and 11 Bronze Lions.

The Grand Prix went to The E.V.A. Initiative for Volvo Cars, by Forsman & Bodefors, Gothenburg.

The campaign aims to improve gender safety equality in cars and saw Volvo share research to help other automakers produce safer cars.

Creative Strategy Lions Jury President, Tracey Follows, Founder, Futuremade, said: “Starting from one hereto unobserved data insight about how women in the world were catered for, it transformed how we saw the whole world and gave a fresh take on safety to refresh and reinvigorate Volvo.”


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