Creative Recommendations
PROBLEM
Since launching in Australia, Trov has gained short term user growth due to top line marketing activities.
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However during off-peak activity, new interest plateaus and brand awareness declines.
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What Trov are seeing, as activity winds back, is a decline in the number of new users to the app. However, It’s proving to be quite engaging for existing users as engagement and use of the app remains fairly steady.
THE IDEAS
1-2-3&4
Just a Swipe Away
A series of 10-second content pieces that would be produced, seeded and shared via social media channels.
The actors will be Suncorp employees, who are chosen through an in-house competition to show how fast and easy it is to insure their gear through Trov:
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Surfer insures their board as they drop into a massive wave
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Mountain bike rider insures his bike as his drops into the course
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Snowboarder insures board, mid-air at the trick park
Why it works
Clearly demonstrates to the target audience, the unprecedented speed and simple use of Trov insurance, using members of staff to endorse the service. Whilst simultaneously acting as an employee engagement tool.
2.
Trov - The Adventure (Treasure for your Trov)
A reality TV game show with a difference.
5 teams, 5 days and 5 very different challenges that demonstrate how Trov works.
How it works
Each day a specific feature of the app is highlighted through a series of challenges. Teams travel through cities to find items to insure, by solving clues and interacting with the Trov application. This culminates in teams arriving at amazing parties, sporting or cultural events. Best of all, it’s all fast paced and super fun.
A pre-event competition is held to pick teams, with one team consisting of Suncorp employees.
During the games, people can observe from the outside/online offering suggestions that will be fed live to teams for support.
Why it works
Engage the core value of Millennials, ‘experiences over money’, has a propensity to go viral through strong digital campaigning and reflects the core value held by Trov and Suncorp, innovation.
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3.
Trov – Swipe Out
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A wipe-out styled course in which participants are presented with an option at each obstacle to swipe left to insure or right to decline.
If you insure and fall, you get to try again, If you fall while not insured… game over!
The course is timed, with prizes for the quickest time. So do you risk it without insurance to get a great time or insure and get the safety back-up?
Suncorp group employees will be engaged through a branch to branch internal competition, with the winners representing their brand. E.G GIO vs AAMI
Why it works
Millennials highly value experiences and this event can be transported nation-wide (festivals, sporting events) and maintain momentum through a digital campaign.
4.
Trov – The Game
Interactive adshells that are gamified to demonstrate the simplicity of Trov. These would primarily be placed in the foyer of the Suncorp office but could extend to the general public with high footfall area.
The aim of the game would be to insure a set amount of items before the clock counts down.
Have a score board and give the highest scorer a prize/discount as incentive.
Why it works
This engages the audience in a way that communicates how instantaneous the app is and focuses on the prime on/off feature. Gives the employees something to talk about.
KEY PERFORMANCE INDICATORS
