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TheAgency launch Youth Motor Insurance Brand Advertising Campaign

Posted by: TheAgency

Date added: Tue 27 Sep 2011

The face of Motor Insurance is changing. Pay How You Drive is still a new concept, and iKube Insurance are pioneering GPS motor insurance in the youth market.

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iKube, the specialist youth motor insurance company have unveiled their new brand, website and advertising campaign aimed at 17 to 25 year old drivers.

iKube Insurance, a trading name of Protectagroup Ltd and administered by Motaquote , were one of the first to fit and use GPS tracking systems way back in 2006, enabling them to gather data on driver behaviour. As a result iKube are able to apply restricted driving hours, which incentivises youths to remain off the roads after 11pm by lowering their insurance premiums.

The youth driver proposition has been so successful with 17 to 25 year olds, that iKube have seen significant growth, especially for learner drivers as they won’t increase the insurance premium when they pass their test. The business is also well timed. According to the AA, insurance premiums for 17 to 22 year olds have risen by 80% over the past two years.

The new brand, marketing strategy and advertising has been developed by brand response specialists TheAgency, following their appointment earlier in the year.

“We are delighted with the new brand. Our proposition is very clear and we have managed to very successfully differentiate ourselves from the competition. The youth motor insurance sector is growing, and we are committed to providing a level of service that’s unique and better value for young drivers”, says Nigel Lombard, managing director of Motaquote.

Saman Mansourpour, partner at TheAgency says “We have been really pleased with the proposition work, and the strength of the advertising. The creative was researched well, and the proof has been in the sales. The majority of leads are driven via web, so it has been really important to focus on response media to drive quality traffic, such as paid and organic search”.

iKube aim to be one of the UK’s largest youth motor insurance brands by 2012, and already have plans to launch more innovation led insurance products.

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