We Don’t Do Cars

Bennetts

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Task

To halt a decline in sales volume and a dramatic slide towards comparison sites for Bennetts, the UK’s largest insurer of motorbikes.

Insight

Bikers regard themselves as a breed apart, misunderstood by the majority. They are prepared to pay more for their insurance if they believe the customer service they receive is superior and tailored to their needs.

Solution

To demonstrate our understanding of bikers, we tapped into a collective antipathy towards bad car drivers – the subjects of endless moans and jokes amongst the biker community.

We delivered extreme examples of bad driving in a highly engaging and viral campaign, cementing Bennetts’ position as the specialists for bikes (definitely not cars!).

The campaign was rolled out through national press and magazines, and digital display ads, supported by an interactive site and facebook app where bikers could post their own evidence of poor car driving. It helped reposition Bennetts as the bikers’ champions, injecting life and personality into the sector.

Results

Sales volume increased by a staggering 30% year on year, with a 94% uplift in quotes at the peak of the anti-car campaign.

“Agency Inc positioned our brand perfectly, delivering a bold and cheeky personality that really engaged bikers.”

Hannah Squirrell
Associate Director
Marketing & E-Commerce
Bennetts

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