Wow campaign for the MIB drives awareness to motorists
In May 2011, the Motor Insurers’ Bureau (MIB) launched an awareness campaign, planned and bought by Media Wow. The main purpose of the campaign was to advise the driving public of new changes in the law regarding uninsured vehicles.
In conjunction with internal support at the MIB and PR, Media Wow constructed a National Television campaign that was on air from May to October 2011.
Along with the goal of reaching as many UK drivers as possible, the campaign had to reach key audience segments, such as young drivers.
The backbone of the campaign was ITV1 national activity with selected satellite channels, used to target the sub demographics.
With a limited budget for a national TV awareness campaign, careful buying meant the advertising reached 73% of UK adults and was seen, on average, four times by each adult. The commercial itself was recalled by 40% of people surveyed in independent post campaign research.
New visitor traffic to the www.AskMid.com site was increased by on average 50% across the campaign period.
1 in 5 Adults have now used the www.AskMid.com website to check their vehicle is on the Motor Insurance Database and is therefore insured.
The commercial developed by Wyndham-Leigh can be viewed by clicking here.
