- The Problem
- Admiral MultiCar is a genuinely unique product but car insurance consumers still think about policies in terms of one per car, so with Admiral MultiCar we need to educate and influence owners of more than one car who don't understand what it is, how it works, or how it saves them money and can be deterred by what has been previously a complicated message.
- Predatory Thought
- Let the product do the work.
- The Idea
- We stripped out the sales talk and went right down to the product’s core – it saves you money by putting all your cars on one policy. This fact inspired an idea that directly reflects and communicates how the product works: Russian Dolls.
- The Results
- Communicating this simple product truth in a beautifully simple execution has had great results from week 1 – with their quotes at a record high, and significant reduction in their running cost per sale and significant increase in their website traffic.
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