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@say.hello@mobas.com    +44 (0)1223 841699

Go team guinea pig!

Marmalade is the leading provider of car insurance for learner and young drivers.

Marmalade is the leading provider of car insurance for learner and young drivers. The company champions young people, not seeing them as a high-risk group to be avoided, but providing tools such as black box telematics to help them to drive safely and lower their risk. The company’s mantra is ‘safer, fairer, simpler’ and they are committed to helping young people to drive.

Challenge
While Marmalade successfully developed the learner driver market, their offering has been copied by other specialist providers. This is a much more competitive marketplace than ever before so the aim for this brand-led campaign was to grow awareness of Marmalade as a challenger brand that pioneers great products and services for young people.

Approach 
The new driving test came into force on 4th December, including four major changes designed to prepare young drivers better for modern driving. Coincidentally, the 17-year-olds who were the first to take the new driving test will also have been the first group to take the new GCSEs in June 2017. They are the Guinea Pig Generation!

Delivery
We therefore created a tactical ‘Guinea Pig’ campaign which ran through social channels to coincide with the launch of the new driving test in December 2017.

Outcome 
We achieved strong engagement through social media, reaching 221,000 on Facebook over the campaign period (100k more than we would normally for an equivalent period, i.e. 100% uplift).
 

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+44 (0)1223 841699 say.hello@mobas.com