BRIEF 08 / DIRECT
THE HANGOVER
NRMA — Single Item Insurance
THE BRIEF
WHAT THEY HAD TO SELL
NRMA, Single Item Insurance.
THE PROPOSITION
For that special something.
HOW
One direct idea with a single CTA.
TARGET AUDIENCE
People who have few valuables.
MANDATORIES
A 'direct' call to action. NRMA logo, product name and website address.
INSIGHT
Morning. Or afternoon. Hard to tell. Your alarm never went off. Your pocket's empty. You check your wrist. Also empty.
IDEA
NRMA turns pub coasters into a last-drink reminder to cover the one thing people would hate to lose.
CREATIVE OUTPUT
On Friday and Saturday nights, NRMA replaces regular coasters in city pubs and bars with Single Item Insurance coasters. When people finish their drink and look down through the empty glass, the coaster asks what one thing they'd hate to lose tonight. The answer sits underneath: scan to cover it with NRMA.