CHE Proximity Launches ‘Inconvenience Stores’ For Swann Insurance

CHE Proximity Launches ‘Inconvenience Stores’ For Swann Insurance

As the specialists in helping motorcyclists get out on the road, Swann Insurance is giving them even more reasons to ride in a new campaign from CHE Proximity.

Turning an everyday errand into an epic journey, a series of Swann ‘Inconvenience Stores’ are launching in remote locations, at the end of some of Australia’s best motorcycle rides.

Stocked with ‘Inconvenient Products’ including milk, chocolate and toilet paper, what used to be a quick trip to the shops, is now a reason for riders to get on their bikes and open the throttle.

The products will be stocked in fridges and shelves around Australia for the next two months.

Launching on TV, the campaign encourages riders to pick up the milk by finding their furthest store on Google Maps.

The film is supported by social, PR, a range of riders pledging to get the milk, outdoor that informs riders how far the next store is, and a line of inconvenient products that double as a ‘10 per cent off’ policy with Swann Insurance.

Swann Insurance 'Inconveniense Stores' (CHE Proximity)

Says Rita Ibrahim, marketing manager at Swann Insurance, said: “We’ve found that many Aussies have the best intentions when it comes to riding, but life often gets in a way. Now they have a new reason to get out on the open road.”

Ant White, executive creative director at CHE Proximity, said: “It took a client with a great understanding of their customer to trust that creating milk and dunny paper, then stocking them on some of Australia’s best rides would get the attention of motorbike riders.”

In case you’re keen on visiting one of the ‘Inconvenience Stores’, here are the details for each:


Little Rae

1/65 Queen St, Berry NSW 2535

Opens Saturday 16 September until stocks last

New Vogue Roadhouse

87 Mitchell St, Bourke NSW 2840

Opens Friday 29 September until stocks last


Glenlyon General Store

63 Barkly St, Glenlyon VIC 3461

Opens Saturday 9 September until stocks last


The Bunyas General Store

Bunya Avenue, Dandabah Village QLD 4405

Opens Saturday 23 September until stocks last



CHE Proximity 

CEO: Chris Howatson

Managing director: Michael Titshall

Group account director: Bryce Coombe

Senior planner: Nathan Rogers

Senior account manager: Sophie Turner

Account executive: Andrew Mitchell

Senior operations manager: Pravina Kumar

Executive creative director: Ant White

Creative directors: Joe Hill and Garret Fitzgerald

Creatives: Cameron Bell and Sam Dickson

Head of print production: Shayne Simpson

Print production manager: Tom Weller

Head of craft: Matt Allpass

Head of CHEP Films: Julie Duff

Post-producer: Jen Livingston

Director: Matt Weston

DOP: Liam Gilmour

Editing/VFX: Damian Capicchiano

Sound post-production: Matt Thompson


General manager: Simone Pipkorn

Head of media engagement: Amber Petty

Senior account director: Laura Janus

Account director: Fleur Williamson

Account coordinator: Nate Serravite

Swann Insurance

General manager: Vaughan Coots

Marketing manager: Rita Ibrahim

Sales and marketing specialist: Elizabete Agra

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