Swann Insurance: Inconvenience Stores – Turning an everyday errand into another reason to ride

Swann Insurance, a motorcycle insurance specialist, launched inconvenience stores to give older riders in Australia an excuse to enjoy their passion for motorcycling.

Campaign details

Agency: CHE Proximity

Executive Summary

In the era of customer centricity and ease, the last thing you would expect from an insurance brand would be to make things inconvenient for their customers…

But that's what Swann Insurance did to disrupt the category and deliver profitable market share.

By creating 'Inconvenience Stores' in the middle of nowhere yet at the end of some of Australia's most epic rides, Swann Insurance gave riders a 'reason to ride' and demonstrated to motorcyclists that they understood them and their need to feel free on the open road.

By flipping the notion...

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