Launching Sheilas' Wheels
Sheilas' Wheels offering was unique to the market and Carat's insight to challenge typical car insurance behaviour was in-line with our vision. All the research is telling us that our communications are having a positive impact on our brand, which is mirrored by policy sales
Chris Bowden, Head of Marketing, esure
Our mission to transform women into active car insurance purchasers was an unbridled success. The LivingTV sponsorship drove brand perceptions so well the activity was extended terrestrially with ITV's Loose Women. Risky investment in magazines, radio and sponsorship drove positive attitudinal shifts more cost-efficiently than TV.
Unprecedented investment in the glossies outperformed everything else in driving consideration! Brand recognition reached 85% as women saw Sheilas' Wheels and started buying policies for themselves. This phenomenon is lasting: targets for 2005 were exceeded by 64%; 2006 is over-target by 58%.