We were asked to launch a revolutionary insurance product where the amount you pay is based on how far, and when, you actually drive – calculated by a smart-box in your car.
We targeted people who park their cars at railway stations – and are consequently low mileage drivers. Because we wanted to engage them at the most appropriate time i.e. on their daily journey. It was also important to quickly stress the relevance to this time-strapped audience.
For younger people, we needed to be even more fresh and positive – reflecting the innovative nature of the product without losing the core strength of the Norwich Union brand. The key motivations were cost savings and the cachet of being one of the first to own this revolutionary new 'bit of kit'. A combination of unusual advertising media and classic direct marketing techniques helped to communicate this innovative offer.
During the first phase of the campaign actual calls exceeded targets by almost 50%.