Australian brand NRMA Insurance created Safety Hub as a loyalty app to reward customers for being proactive about safety. The app aims to show how the brand can go beyond just providing help when the worst happens and instead play a more valuable role in customers’ lives.

Claims data reveals that most claims in Australia are preventable. To create Safety Hub, the brand combined creative teams, risk analysts, behavioural specialists, and data scientists with different departments at NRMA to change the way the brand operates. The team redesigned the insurance category, shifting it from reactive to proactive.

The app identified certain risks that are easily fixed and used claims, weather and geographical data to target high-risk customers, inviting them to Safety Hub. Each customer received tailored communications on the app and was given personalised safety tasks designed to keep them safe. Customers were paid for every task completed, with the reward amount reflecting the scale of risk reduction they had undertaken. Customer behaviour was analysed through Adobe Campaign, which triggered the next action – be it completing an unfinished  safety task or undertaking a new one.

Agency: CHE Proximity
CCO: Ant White
Creative Directors: Daniel Davison, Ashley Wilding, Hamish Stewart      
Operations Manager: Roma Stein
Senior Editor: King Yong
Production Coordinator: Katena Valastro
Senior Producer: Kyla Bridge
Head of Design: Trent Roberts
Senior Designers: Fabio D’Aguanno, Vanessa Saporito
Chief Strategy Officer: David Halter
Head of Strategic Design: Matt Willcox
Senior Experience Planners: Alec Barr, Alyce Elia, Laura Williams
Director, Data Science:
James Greaney
Client Services/Production:  
CEO: Chris Howatson
Client Partner: Lorraine Gormley
Group Account Director: Stephanie Agostino
Digital Products Director: Anthony Harca
Developers: Transformation Delivery Director:
Callum Hoogesteger
Chief Technology Officer: Mark Gretton
AdTech Solution Architect: Devinder Singh
Lead Mobile Developer: Abdollah Ebadi
IAG:
CMO: Brent Smart
Director, Brand Strategy: Caroline Hugall
Integrated Marketing Specialist: Anna Rallos
One-to-One Marketing Specialist: Mitch Druitt
Director, One-to-One Marketing: Jason Ridge
Iteration Manager: Urs Kemmann
Marketing Automation Platform Lead: Mark Lowing
Senior Analyst: Gaurav Kakka
Senior Analyst Programmer: Ludovic Barbier
Marketing Operations Lead: Blake Pilgrim
Agile Coach: Peter Yen
Supply Chain Specialists: Daniel Perry, Nathan Larkin
Legal Manager: Elisa Nolf