TVC X MIB

A bold film which puts a memorable twist on protection, using humour to authentically engage with the target audience.

CHALLENGE

Support MIB’s mission to reduce the level and impact of uninsured driving in the UK, with a particular focus on changing the behaviour of 18-to-35-year-old males, as well as driving engagement with the police.

INTELLIGENT SOLUTION

Make the conversation about safety and protection, to encourage people to think beyond care insurance and understand the consequences of driving without insurance.

At the heart of campaign activity was a bold film which puts a memorable twist on protection, using humour to authentically engage with the target audience. The film was seeded across earned and paid using a bank of digital assets. Media outreach, an influencer programme and Instagram drove ongoing activity.

OUTCOMES

The film has attracted 860,000+ YouTube views and another 160,000 on the GiS website. #goneinseconds was adopted by more than 32 different Police social accounts and more than 40 new Police Twitter profiles started following the @DriveInsured account. PR activity around the film generated 12 pieces of coverage with 100% positive messaging.