2018 Gold Best use of mobile and connected devices

Agency: Anything is Possible

Client: WiseDriving

Campaign name: Defying the odds - Using mobile to build brands

Campaign overview

Using mobile to build a brand

The brief

To build WiseDriving brand awareness – in an industry dominated by huge price comparison sites – was going to be a David vs Goliath type of battle.

That meant creating advertising as smart, relevant, and authentic as WiseDriving’s customers.

Strategy

WiseDriving provides telematics car insurance – to a core audience of young and new drivers, all looking to save money on policies by tracking driving performance.

And they sought to connect with them in the environment that mattered to them: on a six-inch screen.

Using data to understand which parts of the country and which specific test centres had the highest pass rates, WiseDriving investigated pass rate performance in order to focus activity on areas and times to help them find more of their ideal demographic.

Using mobile as a core platform, a media strategy was born that targeted cities and 24 DVSA driving test centres with search, social and mobile digital audio advertising to cut through to the audience and generate valuable attention that would drive real business results.

Creativity

The campaign was crafted to be present in the environments that the WiseDriving audience love, at the moments that matter to them as drivers.

Connecting on mobile devices served messaging through paid media and created content that was memorable and engaging.

Tapping into moments that matter, the work geo-fenced DVSA test centres and activated Snapchat Filters celebrating people passing their test.

With subtle and fun creative executions, future customers starred at the heart of the campaign. Creative concepts focused on the main benefit to the target audience – saving money – and aligned to the overarching theme of ‘Data Driven Inspiration’.

Influencers helped tell the story – and the work carried an investment into digital audio streaming, bespoke audio ads for Spotify and podcasts, and an ad that made use of an AI soundtrack.

Results

Through the use of data, creative strategy and campaign messaging, WiseDriving were able to punch well above weight in each element of the campaign.

New mobile sessions grew by 87% and mobile traffic now makes up 73% of overall web traffic.

Brand demand grew by 61%; direct traffic by 67%; and increased quotes by 22%.

LTV has improved by 60% and cancellation rate is down 40%.

Team

Anything is Possible - Sam Fenton-Elstone, CEO - Mark Raymond, Founding Partner - Natalie Delplanque, Paid Media Partner - Matt Foale, Creative Partner

WiseDriving - Simon Harrow, Head of Digital Strategy & Innovation - Matt Goodwin, Senior Marketing Manager