The brief
The Motor Insurance Information Centre (MIIC) – a wholly owned subsidiary of the Motor Insurance Bureau (MIB) – wanted to launch and promote its new Motor Insurance Database (MID) to both the insurance industry and the general public. The MID equips the police to identify the worryingly high number of uninsured drivers on UK roads, while an MIB fund supports victims of road accidents caused by uninsured drivers.
Our approach
A long-term PR strategy formed the essential back-drop of the campaign between the MID’s ‘go live’ date in July and its official market launch in September 2002, ensuring good communications between all the players including Government, police, insurers, brokers, the company responsible for building the database Experian and motorists themselves.
Our multiple media promotional campaign included the creation of a video featuring Crimewatch presenter Nick Ross; a pre-launch press conference that led to features in The Guardian, Financial Times and Insurance Times; regular MIIC newsletters with articles researched and written by us; and a conference for insurance professionals.
The result
The launch of the MID was successfully communicated to an audited audience of 48 million people, equivalent to virtually every adult in the UK population.
