Fresh Insurance appointed BOTTLE in January 2012 to launch and increase policy uptake for their new car insurance product, Autosaint. 

 

Autosaint leads the car insurance market for provisional and newly qualified young drivers by offering low premiums in return for responsible driving. The policies incorporate telematics technology, which assesses the risk of drivers having an accident and alters their premiums accordingly on a quarterly basis. The telematics box is fitted under the dashboard and monitors driver behaviour including braking, accelerating and breaking the speed limit.

 

To launch Autosaint into the mainstream media, BOTTLE looked to involve Autosaint in the growing conversations surrounding the price and options for a young driver’s car insurance, thus initiating relevant conversations among the target audiences

 

BOTTLE knew that over 70% of Autosaint enquiries were made by parents, thus they were faced with the challenge of identifying and pro-actively targeting these key influencers. 

 

BOTTLE created a tailored launch release with a targeted parental angle, which was pitched to personal finance, motoring and news desks. This was supported by strong case studies, with a media breifing day arranged for second stage media relations.

 

As a result of this initial launch, BOTTLE secured coverage across national, regional and trade platforms including  three separate articles in The Sunday Times, The Independent, The Daily Mirror, The Post Online, ABP.co.uk, regional BBC radio and Savvywomen.co.uk, plus specialist publications such as CheapCarInsurance.co.uk. Traffic to the Autosaint website increased by 184%  in the days following the launch.