Consumer: Young Driver Insurance

The Co-operative Insurance wanted to launch a product that offered a solution to the rising cost of car insurance for young drivers, using in-car smartbox technology that measured their driving ability and offering discounts accordingly.

Campaign: young driver insurance
Campaign: young driver insurance

Client: The Co-operative Insurance
PR team: In-house
Timescale: January-July 2011
Budget: £25,000

OBJECTIVES

  •  To achieve coverage beyond the traditional personal finance pages
  • To use the media coverage generated to leverage relationships with relevant policymakers and opinion formers.

STRATEGY AND PLAN

The campaign engaged with national, regional and specialist media, and opinion formers such as Martin Lewis from MoneySaving Expert.com. A media launch event was held at Goodwood racetrack, where journalists tested the product. The team worked with road safety charity Brake and received celebrity backing through motoring columnist Quentin Willson.

MEASUREMENT AND EVALUATION

The event generated 230 pieces of coverage, including 26 national articles. MoneySavingExpert.com included the product in its weekly newsletter to more than one million followers.

RESULTS

The brand sold 40 policies a day, with spikes achieved after significant media hits. The Co-op has been invited to discuss the campaign with road safety minister Mike Penning.

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