The Campaign

Singapore is known as a 'fine' city. We saw an opportunity to turn the negative aspect of receiving a parking summons into something positive. We created a special parking summons that 'fines' motorists for overpaying for their car insurance. The parking summons was designed to mimic a real parking ticket in order to attract the attention of car owners.

Creative Execution

The campaign launched with an overnight distribution across the island. Nearly half a million vehicles in over 2,000 car parks received our parking summons.

Results

The results were immediate. Website visits increased by 733% Phone enquiries increased by 807% Quote requests increased by 491% Proposals issued increased by 321%

As a newcomer to the market, Budget Direct Insurance’s key objectives are to raise awareness of the brand and to generate new leads since they sell direct. Through our special parking summons, we not only reached our target audience in a direct and relevant manner, but also generated new leads and sales.

Through our research, we found that car owners not only underestimate the importance of car insurance, but are often clueless about what their insurance entails. However, car owners do recognise a good deal when they see one. As such, in order to encourage car owners to get a quote from Budget Direct Insurance, we included a compelling offer of $100 if our quote isn't cheaper than their current insurance renewal quote, even if they don’t buy.