CASE STUDY: Sheilas' Wheels launches with TV glamour

Provided by Thinkbox
Sheilas' Wheels was a new offering in the car insurance market and they wanted to make a splash amoungst their female audience.
Download Attachment View Website Contact Details
View all by this company Email to a Colleague

What was the Challenge / Background of the Campaign?

Sheilas' Wheels was something new. A female-targeted car insurance brand from esure that wanted to be more than just a wallflower at the edge of the business. The challenge was to find a way to interest the target market. Research suggested that more than seven in 10 females aged 21-49 years old can drive, most rely on their parents or partners for their motor insurance. Sheilas' Wheels put together a package that reflected the target market, as well as great prices it also included counselling services, handbag cover and female friendly mechanics.

What was the Campaign Objective?

Launch a new brand of car insurance for women, building awareness and securing business for Sheila's Wheels.

What was the Solution?

Sheilas' Wheels would only hang out in glamorous places, and it would behave like a fashion brand and turn women from passive dependents into active consumers of car insurance. It invested heavily in TV sponsorship - taking 30% of the TV budget - specifically Living TV's drama strand, putting the brand next to shows such as Charmed, CSI and Grey's Anatomy. The deal covered 15 hours of drama every week and the success of this work led to sponsorship of Loose Women on ITV.

What were the Results?

TV was part of a multimedia campaign that successfully exceeded all its initial targets. The brand launched in October 2005 and beat initial targets by 64% and was 58% ahead of target in 2006. Spot advertising in the first three months hit 1,215 TVRs aiming for 80% cover of the target audience at 6 OTS. TV spot advertising in the launch phase was also extensive, amounting to 1,215 TVRs in the first three months.

What were the Key Learnings of this Campaign?

The key to the whole media campaign was being different. It would not behave like its rivals. Out went strategies based on cheesy DR TV, dirty bus backs and small ads in classified columns. Instead Sheilas' Wheels would only hang out in glamorous places, and it would behave like a fashion brand and turn women from passive dependents into active consumers of car insurance.
BudgetReach & FrequencyTarget AudienceMedia Used
£501k +Women aged 21-49-1,215 TVRs in first 3 months
25 - 34
35 - 44
Female
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSSPONSORSHIP / MEDIA
Many more ideas on GetMeMedia.com   Click here to register and view them!

Search for Ideas

Age

Gender

Media Route

Marketing Route

Full Search Options
Getmemedia.com is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Getmemedia.com Agencies Marketers Media/Rights Owners