RAC Motoring Services

Direct motorcycle insurance

No market is more competitive than direct motor insurance. RAC is the flagship brand in the sector but had been experiencing diminishing returns from their off the page spend for their motorcycle insurance product. Achieving stand-out in a crowded marketplace is key. Our campaign made use of the golden rules of response advertising - to to use unexpected imagery to gain attention, simple messaging to communicate the proposition and to display clear contact in a call to action - resulting in a 27% uplift in enquiries from a reduced media spend. A major part of our proposal was to also develop recommendation from fellow riders which can be achieved at negligible cost, converts at a higher rate and can be developed to generate over 30% of an insurer's enquiries.