NRMA Boat you’ve got this
NRMA Insurance
Issue 62 | March 2022
Agency
Thinkerbell
Creative Team
Chief Strategy Thinker Adam Ferrier National Chief Creative Tinker Jim Ingram Executive Creative Tinker Paul Swann Lead Creative Tinker Chris McMullen
Production Team
Head Production Tinker Grant Anderson Head Brand Thinker Gerry Cyron Chief Executive Officer Margie Reid General Manager (North) Katie Dally Lead Thinker Imagene Callinan Lead Earned Thinker Lauren Myers
Other Credits
Google Partnerships Manager Scott Riddle Senior Industry Manager Jared Evans Creative Development Lead Victoria Berthinussen
Date
January 2022
Background
Boat ramps are sloping slipways used to launch boats into the water. Usually, a tow vehicle reverses down the ramp until the boat being carried on the trailer can be released into the water. Some ramps are tricker to negotiate than others.
Idea
‘Ramp Rater’ was developed in collaboration with Google Australia to help make it easier for boat owners to get on the water.
Detailed new imagery of 44 boat ramps captured by boating content creator Jack Murphy ‘The Captain’ was added to Google Maps. In Google Street View and 360°, each ramp was stamped in the photographs with an NRMA Insurance rating of difficulty to help boat owners know what they were in for before getting to a specific ramp.
The technology also allows NRMA Insurance to help provide utility in other areas of Google Maps such as caravan parks, bike trails and 4WD tracks.
The campaign was promoted with a competition for boaters to win prizes by uploading photos of their favourite spot to launch their boat.
Results
Not yet available.
Our Thoughts
Rather than just paying out claims, NRMA has been focusing for several years on preventing accidents. The ‘Safety Hub’ app delivered notifications to customers to attend to various safety checks. For every task completed, they got money back.
This campaign brings the same strategy (of prevention) together with smart digital thinking.
I used to work for Google and I remember vividly how hard it was to get the engineers to do anything like this. So, hats off to the Google team in Australia for persuading them to introduce this innovation, which has the potential to be hugely useful.