MIB campaign targets cash-strapped motorists

The Motor Insurers’ Bureau (MIB) is to launch a campaign targeting recession-hit drivers who might be considering not renewing their insurance policies.

The MIB campaign

The MIB says the six month “Stay Insured” campaign is being launched over concerns that the economic downturn will increase the number of drivers allowing their insurance to lapse in a bid to cut their outgoings.

MIB research has found three in four drivers are currently looking for ways to reduce motor insurance costs.

The campaign will highlight the consequences of getting caught without valid insurance after the MIB found only 7% of all drivers are aware of the fines for those caught, while one in ten 18-24 year olds are not aware that they need insurance in order to drive legally in the UK.

Penalties for drivers taking to the road without insurance include vehicle seizure, a minimum of six licence penalty points, and a fixed penalty of £200.

The digital and radio activity will roll out over the next six months and will particularly target drivers under 30, which the MIB has dubbed the “squeezed generation”.

Television presenter Natalie Pinkham, host of ‘You’re Nicked’ and ‘Police Interceptors’, is supporting the campaign.

Recommended

Coca-Cola advert

Coca-Cola CMO sees digital marketing as vital

David Rattray

Coca-Cola’s marketing will evolve into content management as the soft drinks giant pursues “a far more aggressive digital presence”, according to Coke’s top marketer Joseph Tripodi. Speaking to Marketing Week at the launch of Coke’s 2010 FIFA World Cup marketing plan at FIFA headquarters in Zurich, executive vice-president and chief marketing and commercial officer Tripodi […]

New Statesman

New Statesman launches new style

Marketing Week

The left of centre political magazine The New Statesman reveals a new design this Thursday (24 September) which will include a “more authoritative” style, expanded editorial and new columnists.

Comments

    Leave a comment