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2019 ADC Awards - Interactive

Safety Hub

Agency CHE Proximity / Australia + IAG / Sydney

Client IAG
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Annual ID

ADC_INT19044M

About the Work

Insurance is designed to only be useful after people experience disaster. After lives have been devastated. And people are suffering emotional and psychological distress. So, we redesigned insurance. Using claims money normally used to pay out after the disaster, The NRMA Safety Hub paid people to be safer. The mobile application guided customers through a series of risk-reducing tasks, from clearing gutters to replacing $9 flexi-hoses. For every task customers completed, we paid them. The app was supported by a tailored comms journey prompting and rewarding customers throughout the entire experience. Launched to 200,000 customers, with $millions of risk removed, the app was a runaway success. 97% of customers saw NRMA as more proactive, 83% felt more valued and 79% were more likely to recommend them. Safety Hub is the first insurance platform that rewards customers for safety, not tenure or number of policies held.