Eric Insurance is a wholly Australian-owned motoring insurance specialist company. They came to us with a big challenge - Australian motorbike riders often default to generalist insurers due to perceived trust and greater discounts. How could they cut through with their motorcycle insurance product?
End to end. Strategy, Board and Investment consultation, creative ideation and development, production, media planning and recommended media optimisation.
Positioning - LOCAL SPECIALISTS FOR THE ROAD AHEAD
We landed a brand proposition highlighting the fact that eric Insurance are Aussie motoring specialists, the caring local who’ll protect you from life’s unexpected twists and turns.
Creative Platform - US RIDERS KNOW RIDERS
This positioning led us to the creative territory “Us riders know riders” - no one understands you and your bike like eric Insurance. As specialists, we know what you need, what is valuable and what is not necessary.
The Idea - WE’RE FLUENT IN MOTORCYCLE
Our creative execution took it a step further, leaning into the insight that real fanatical motorbike riders seemingly speak their own language - they have ways of acknowledging each other on the road and their own rider lingo. Visually, we highlighted different types of riders by showcasing those out on the open road, to those riding through the city to get from A to B.
The Audience - SPEAKING TO A MILLENNIAL AUDIENCE
We saw opportunity in targeting millennials, with their love of fresh air and freedom, and their high disposable incomes. Our creative featured both diverse, male and female talent enjoying their version of the ideal ride, showcased through tight detailed close-ups and sweeping drone shots.
The Channels – CONTEXTUAL FIRST ENVIRONMENT
Every aspect of the media plan was built hand in hand with creative ideation and production to ensure we had a range of assets that could be optimised and tell more relevant stories based on where our audience were in the purchase funnel.
117% Sales increase YOY
Sales have tripled in the most recent sales period