Title | A 'FINE' WAY TO SAVE |
Brand | BUDGET DIRECT INSURANCE |
Product / Service | BUDGET DIRECT CAR INSURANCE |
Category | A06. Financial Products & Services, Commercial Public Services, B2B Products & Services |
Entrant | COHORT COMMUNICATIONS Singapore, SINGAPORE |
Idea Creation | COHORT COMMUNICATIONS Singapore, SINGAPORE |
Production | BRIO1 Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Luke Tay | Cohort Communications | Creative Partner |
H. P. Koh | Cohort Communications | E. Creative Director |
Fiona Choong | Cohort Communications | Project Manager |
Dawn Koh | Cohort Communications | Art Director |
Tan Jun Hong | Cohort Communications | Copywriter |
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.
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.
The results were immediate. Website visits increased by 733% Phone enquiries increased by 807% Quote requests increased by 491% Proposals issued increased by 321%
Flyers are often deemed a nuisance and are frequently discarded. Our innovative parking summons made car owners look again, grabbing not only their attention, but also making the news.
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.