Your Car Your Choice.

VACC & TACC

Strategy.

BossMan Media’s campaign aimed to inform and educate consumers about the benefits of choosing their own repairer for vehicle insurance. By focusing on consumer empowerment, the strategy built a strong case for prioritising this option when selecting an insurance policy.

To ensure broad reach and engagement, BossMan implemented a multi-channel approach, leveraging radio, transit advertising, billboards, digital display ads, Google ads, and social media. A dedicated landing page served as the campaign’s central hub, providing clear, accessible information and an FAQ brochure designed to educate consumers while capturing leads.

Creative Development.

The campaign’s creative approach was designed to be both engaging and informative, with a focus on making the message resonate across multiple platforms. BossMan produced compelling radio ads that informed and emotionally connected with listeners, while transit and billboard advertising reinforced the message in high-visibility locations.

Digital display and Google ads played a key role in reaching consumers actively searching for insurance options. Social media platforms such as Facebook, Instagram, and LinkedIn were used to share valuable insights, spark conversations, and drive traffic to the campaign’s landing page. To further boost engagement, an incentive was introduced—consumers who participated in the campaign could enter a competition to win a year of free car insurance, encouraging interaction and word-of-mouth sharing.

Execution.

Over a three-month period, the campaign was rolled out in a strategic manner, optimising engagement at every stage. The multi-channel media plan ensured the message reached consumers in both their digital and physical environments.

Radio and transit advertising helped establish a broad awareness, while targeted digital efforts, including Google Ads and social media promotions, drove consumers directly to the landing page. The campaign’s website provided a seamless user experience, guiding visitors toward downloading the brochure and entering the competition. Meanwhile, all consumer data collected during the campaign was handled with strict privacy compliance, reinforcing trust and credibility.

Results.

The campaign delivered outstanding results, significantly raising awareness about the Choice of Repairer option. Over 20,000 users visited the landing page, actively engaging with campaign materials. The competition proved to be a major driver of interest, with a 10% conversion rate, as visitors entered to win and downloaded the brochure.

Beyond engagement metrics, the campaign had a tangible impact on VACC’s member network. It sparked widespread conversations within the automotive industry, increasing consumer awareness in both Victoria and Tasmania. Many industry members reported a noticeable shift in how consumers approached their insurance choices, positioning VACC as a leading advocate for consumer rights in the sector.

Impact.

By combining strategic messaging, compelling creative, and an integrated media approach, BossMan Media successfully elevated awareness and engagement around an important consumer issue. The campaign not only educated the public but also strengthened VACC’s industry standing, reinforcing its commitment to consumer rights in the automotive sector.