‘Gone in seconds’
DRIVE INSURED CAMPAIGN FOR THE MOTOR INSURERS’ BUREAU
Nearly a third of uninsured drivers are young (aged 17-29 years) and as the body responsible for compensating the victims of accidents with uninsured drivers, MIB is keen to see fewer young people taking to the roads without insurance.
Our brief was to create a national campaign targeting young male drivers using the power of social media to create maximum awareness cost effectively.
Inspiration for the idea is based on the fact that the Police can check and seize an uninsured car in seconds. To engage the audience we created a short film about friendship, trust and loss.
The campaign includes a microsite, digital advertising, cinema, outdoor and national press with media planning and buying handled by All Response Media.
The film has achieved an impressive number of views on YouTube to date, with even more through Facebook and the microsite. And despite a notoriously difficult target audience, there has been significant interaction with the campaign across social media.