Growing sales without irritating target customers with sales talk

Challenge

It was a new year, the first quarter of the year—the period that sees the highest number of new vehicle registrations—and since every new vehicle must be insured, it was a time to recruit as many new customers as possible. But why should these new vehicles’ owners buy insurance from Vanguard instead of the competition?

Big Idea

You shouldn’t be away from your car for too long.

Action

Armed with the fact that “Ad likeability is more correlated with sales than persuasion and recall” (Haley and Baldinger, 1991), while the competition focused on persuasion, we set out to create a series of hilarious advertisements that new car owners could relate with. These were run alongside a trade marketing campaign implemented by Vanguard’s sales team.