Campaign details
Brand: Royal Automobile Club of VictoriaLead agency: CHE ProximitySupporting agency: OMDCountry: Australia
Executive summary
The Royal Automobile Club of Victoria (RACV), a 115-year-old motor insurer, decided to enter the pet insurance game.
Whilst Australia is a nation of pet owners, only 6% have pet insurance. We needed to remind everyone that they need to cover their pets... because pets are batshit crazy.
RACV Pet Insurance became Cover for their Overconfidence, and the first pet insurance to be recommended at vets.
Strategy
For a nation obsessed with pets, it will come as...