The Challenge

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.

The Campaign

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. Some of the stories included:

  • City Drivers are Much Less Likely to Pass Their Test
  • Female Drivers are 7% Less Likely to Pass Their Driving Test
  • Belvedere in London is the UK’s toughest Driving Test Centre
  • Younger Drivers Fare Better Than Older People in Their Driving Test

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

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