Motor Insurance Bureau

The Motor Insurance Bureau (MIB) wanted a hard hitting campaign aimed at uninsured drivers, both those deliberately avoiding insurance or those accidentally not insured. Statistically uninsured cars are more likely to be involved in road traffic accidents, so the MIB wanted to promote drivers to insure their vehicles to help make our roads safer.

The Motor Insurance Bureau support those who are victims of uninsured drivers or untraceable drivers. Compensation in these instances is paid by the Motor Insurance Bureau, however this comes at a cost, being funded by the premiums of law abiding motorists. Uninsured drivers cost insured drivers millions of pounds a year, as thousands of people a year are injured or killed by uninsured drivers.

To help keep our roads safe and to inform drivers of the consequences of driving without insurance, the MIB wanted an impactful campaign to get drivers to check their insurance status, with the warning of a potential seizure of the vehicle. MIB's mission statement is to combat uninsured driving and this campaign was their method to raise their profile.

Police seize over 200 uninsured cars on the M4 every week 

The M4 Torch, situated between the City of London and Heathrow Airport, generated 940,776 impressions over a 2 week period.

Objectives

The Motor Insurance Bureau wanted to create an informative campaign about the risks of being uninsured following a period of increased police activity on the M4, when numerous drivers had been stopped and multiple cars were seized for being uninsured. Additionally, YouGov had also conducted a survey which raised concerning questions on the levels of ignorance towards the dangers of being uninsured. Nearly half were unaware of the legal consequences of being uninsured, with penalty points on the license, an unlimited fine and the potential for a seized car to be crushed.

Considering this the primary objectives of the campaign were to

- Raise awareness of dangers of being uninsured to encourage people to get insured.

- Encourage drivers using the M4 to check their vehicle is insured using the MIB tool online.

Strategy and Execution

In order to ensure that as many people travelling down the M4 saw the message we created a comprehensive package using various Out-of-Home methods to drive awareness. With the goal being to create a considerable number of touchpoints to reinforce the message, and drive action, we deployed an integrated campaign along the M4 from Reading to Cardiff.

The strategy included using:

- Motorway billboards along the route to achieve high impacts

- Washroom posters in motorway service stations washrooms spanning 16 areas including Reading East, Reading West, Chieveley West, Leigh Delamere and Cardiff, where dwell time is high and the message can be digested. A QR code also allowed people to take immediate action and check their insurance

- Digital screen advertising within service station to boost the frequency of seeing the advert within their rest at the service station.

- Petrol pump fuel nozzles, as another location with high dwell times we're we would be speaking directly to car users

- The M4 Torch digital screen as a statement billboard, given its proximity to London Heathrow and its landmark status.

Sure you're insured?

By using two different complementary messages in 'sure you're insured' and 'don't let this be your final stop' we created a campaign with an impact. Every impression is an opportunity, and this was apparent here, through raising the question of whether they are driving with insurance and partnering it with a strong message of the real possibility of seizure in places with higher dwell time.

Strategically placing the adverts across the M4 corridor, meant we were reaching these key audiences, especially at service stations where we can communicate directly to a driver audience. Having digital screens, washrooms and fuel pumps here meant that visitors to the service station couldn't miss our adverts and we're likely to see it multiple times in a short period of time, placing us at the forefront of their mind.