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.
https://www.youtube.com/watch?v=9wQZJxCVMb4
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.
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:
NSW
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
VICTORIA
Glenlyon General Store
63 Barkly St, Glenlyon VIC 3461
Opens Saturday 9 September until stocks last
QUEENSLAND
The Bunyas General Store
Bunya Avenue, Dandabah Village QLD 4405
Opens Saturday 23 September until stocks last
CREDITS
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
Attention+Influence
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
