Taken in Victoria

RACV Single Item Insurance

The exhibition that wouldn’t have happened without a stolen camera.

RACV Single Item Insurance is cover that protects your portable items wherever you take them.

For its launch, we wanted to show the joy that Victorians get from using their favourite things, that makes them worth protecting. Starting with a massive product demonstration.

Bodhi Bailey’s favourite camera, a 1976 Mamiya 645, was stolen from his car in 2019. It wasn’t insured at the time, and Bodhi couldn’t afford to buy a new one, so the young amateur photographer gave up on his passion.

When we heard Bodhi’s story, we found another camera – just like the one he’d lost. We insured it with RACV Single Item Insurance, and took him on a road trip across Victoria to shoot our launch campaign.

186 billboards, featuring 464 original photographs. Australia’s largest open-air photography exhibition, that wouldn’t have happened without a stolen camera – and RACV Single Item Insurance.

Closing the loop.

Using mobile location data, people who saw the billboards were targeted with online video content from the photographer, speaking about the photo they’d just seen. They could then click through to watch his whole story and learn more about Single Item Insurance.

Insuring Victoria’s favourite things.

The campaign lead to a 20% increase in policy sales and a 113% increase in cameras being insured. 58% of new policies came from new RACV members, growing the business as a whole.

This campaign also picked up 1 Silver and 2 Bronze Trophies in Traditional OOH, Guerrilla and Integrated Categories at The Caples Awards.