Last week, we travelled to London for the UK Agency Awards where our campaign for insurance brand, BoxyMo.ie was named Best Mobile Campaign. Here's a bit more about the winning campaign...
BOXYMO.IE | REWARDING SAFER DRIVING
BoxyMo.ie is an insurance product for drivers (aged up to 26) whereby the premium is based on driver behaviour. An on-board telematics device monitors driver behaviour and rewards young drivers for good driving. The safer they drive - the more money they can save.
BoxyMo.ie wanted to launch an updated product (with improved accuracy) by creating a cut-through campaign that would raise awareness of the product whilst positioning the brand as a champion of road safety.
We created an online game (featuring characters such as Justin Beeper and Connor McRevver) that highlights causes of accidents and rewards safe drivers with Nando’s vouchers.
Why? Because we researched our audience (young drivers aged 17-25) and they told us they are more open to brands online that offer material gain and want to be entertained rather than sold to. The game allowed the brand to reach these online audiences in an entertaining way that also provide a platform to communicate road safety messages in an impactful and fun way. Oh and we gave away some prizes too. Material gain and all that.
The results? 22.6 million reach through earned PR, 117.4% increase in the number of BoxyMo.ie quotations enquiries from the previous year, 685% increase in traffic to boxymo.ie website and an increase of 98.9% in live policies across the MCL group* for 2017. RSA figures for 2017 show the number of deaths on Irish roads fell to 159 from 186 the previous year. These encouraging statistics inform our belief that engagement and education are effective ways of reducing the risks drivers are taking on the road and whilst we don’t take credit for the shift in this dial, we’d certainly like to think that the campaign has caused young people to think twice before speeding, texting while driving or applying their makeup behind the wheel.