By Miles | Stories

As a new company, bringing a totally new kind of car insurance to market, we needed to earn trust in our new pay-by-mile model.

With an NPS score of over 70, we knew our existing members were very satisfied and saving money. We needed to find a way to amplify their voices beyond the reviews and surveys, so that everyone could see for themselves how great pay-by-mile insurance could be for them.

Insight

Our calculations showed that we could save around half the UK's driving population money on their car insurance, they just needed to drive under the UK average of around 7,000 miles a year. However, feedback across social media was that people generally didn't have an accurate idea of the miles they drove - so while they could see the benefits of pay-as-you-go insurance, they couldn't work out whether it was a good fit for them.

At the time, 1 in 5 of our direct sales came via our refer a friend scheme, and 1 in 11 brand searches were checking out our reviews. We needed to showcase the stories of satisfied customers on a bigger scale, at the top and middle of the funnel.

Idea

We filmed two of our members bringing pay-by-mile to life through their own day-to-day lives. We celebrated their individuality, demonstrating how our fairer, more flexible insurance model was tailored to them and put them back in control of the cost of their car insurance.

Output

We launched two case study videos, focussing on two of our core personas, two-car families and city-based young professionals, displaying two very different lower mileage lifestyles, explaining how they used the service and the app.

We launched cut-down edits across our blog, social media and pre-roll video on YouTube.

We also held a competition to get other members to film themselves talking about their own experience with pay-by-mile policies, which allowed us to futher expand on the real stories campaign with a native, UGC element.