creating a car insurance brand that offers “opportunity” over “Cover”
the challenge
Launch a new, flexible short-term car insurance product from the house of comparethemarket.com.
Car insurance is not exciting. It’s a cluttered, price-led and massively regulated marketplace. Brand loyalty is non-existent.
But being able to get insurance for as little as one hour, at short notice and on a car belonging to someone you know – that’s big news.
We had to break this news and spread awareness amongst London-based commuters that they could now get on the road when they needed to, without owning or renting a car.
And it was very, very easy to do so.
OUR STRATEGY
89% of London commuters have a driving license but no car. But they have an occasional need for one. We looked at all those times where people need a car for a short duration and for a specific purpose. Amongst these, there were moments that were purposeful, meaningful and important.
The external realities of not having the flexibility of easily getting access to a car for a short duration, meant people suffered from lost opportunities.
Being able to drive a car means more than just getting from A to B. It means opportunity, the possibility to do something you otherwise couldn’t.
With this insight we disrupted the status quo in the car insurance category.
We built a youthful, personable short-term car insurance brand that offered consumers “opportunity” over “cover”.
Reaching our audience in the London Underground and reminding them through paid social channels to “grasp opportunity” and take a jaunt.
Introducing Jaunt
