The Motor Insurers’ Bureau
Gone in seconds – a national campaign to raise awareness of the issues of driving without insurance.
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.
To engage the audience we created a short film about friendship, trust and loss.
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 – using the power of social media to create maximum awareness cost effectively.
Understanding this audience was key – research showed they were more likely to respond to peer pressure than authority. We wanted to dramatise the size of the potential lost against the risk.
After conceiving the idea we collaborated with a sample group of the target demographic to get key insights to shape the script, art direction style and music to achieve an authentic result. We worked with an emerging grime artist to secure the rights to a new track that would resonate with the audience.
The audience was targeted across a range of social channels and online advertising partnerships. The campaign included a microsite, digital and social media advertising, cinema, outdoor and national press.
Over 1.7 million views of the film have been achieved on YouTube, to date.
The dialogue that ensued on social media demonstrated that we had achieved authentic engagement with the target audience.