We tweet. uSwitch.
They save.
Car insurance switching sites are everywhere. And for people on the market for some fully comprehensive cover, there appears little to choose between them.
uSwitch asked us to help differentiate their offering from the competition. We started by identifying a series of insights that illustrated just how the uSwitch audience was different from the general public.
The main one was familiarity with technology. These people are what we call 'internet natives'. They've grown up with it. They use it. And this is reflected in the way they communicate. Social networks, text messages, instant chat, and more recently, Twitter. So instead of designing standard online banners, we decided to try something that uses a language they really understand: tweets. There's something about the personal and brief nature of a tweet that people find irresistible. You've just got to read them.
We produced a series of ads that mimic Twitter updates. Except this time, what the tweeters are 'doing now' is talking about finding and buying car insurance. They let us communicate to our audience in an unobtrusive yet impactful and relevant way. Via our tweets, uSwitch had found the perfect marketing vehicle.
