The result is in from insurer NRMA’s campaign to build a car from the parts it claims its competitors don’t cover. Over the last two months, the company’s engineers have built a vehicle made up of five cars and 52 components other insurers count as ‘extras’, from the winch and roo-bar at one end to the chrome exhaust tips at the other.
Running in press, outdoor, display and online media, the campaign was designed to show up an annoying element in the fine print beneath many a policy: the plethora of car parts other insurers count as ‘extras’ and therefore exempt from cover. So numerous are such parts in the eyes of competitors, NRMA reckoned it could build an entire car from them.
Using a draw for six $1000 cash card prizes as incentive, it set about soliciting input from consumers in building a list. It then had its in-house engineering staff procure and sort them, then screw, glue and weld them into concept car. As the entries came in, they made videos showing up the self-serving ridiculousness of policies exempting insurers from paying out for – as examples – reversing cameras and audio upgrades.
The aim was to highlight NRMA’s keep-it-simple policy approach covering the original vehicle, factory and dealer options, aftermarket extras, the lot.
When they’d gathered everything they needed, they set to work on the ‘concept’ vehicle. The result gives new meaning to ‘dog’s breakfast’ – see for yourself below – but it serves its purpose of proving the company’s point in a novel, engaging way.
Amazingly, it works. It may prove difficult to register and insure, but it is fully functional, as proved on the campaign website by actor and local Top Gear host Shane Jacobson.
In the final phase of the campaign, NRMA has put up a prize of $10,000 to name the vehicle. Gentlemen – and ladies, start your imaginations and drop in on the campaign website to find out more.