Car Insurance Industry
How we helped The Admiral Group launch a new insurance brand
Car insurance industry
The Admiral Group is a British financial service which markets the Admiral, Bell, Elephant, Diamond and Veygo insurance brands.
The Challenge
Admiral Insurance asked Liberty to help them launch their new learner driver insurance brand through a creative content campaign.
Research found that competitor content around learner drivers was repetitive and uninspiring. We had to create a campaign that would both inspire young drivers and catch the attention and interest of their parents.
Our Approach
We analysed 10 years of driving test data alongside Admiral data to create the Learner Driver Calculator – an interactive asset where users could find out the cost of learning to drive and what chance of passing they had based on variables such as age, gender and area.
We ran a press campaign that used the same data, cross-referenced with with census information to discover interesting news angles.
These data-led stories gave many opportunities to attract relevant traffic and links to the website to gain attention to the new brand, build authority within the competitive marketplace and ultimately drive sales of learner driver car insurance.
We’ve worked with Liberty on two campaigns and have always been impressed by their concepts and creativity. From the first meeting to the end of the project, they provided great support and good advice. They were always patient and accommodating to our requests, and their integration of content, social and PR was excellent. On top of that they are a lovely team to work with!
Justin Beddows – Head of Consumer PR, Admiral
