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.

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

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.

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.

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.