OUR RESPONSE.

Car insurance is a traditional pain-point for drivers. Stay loyal, and your premiums typically go up; but changing providers is a hassle. Customer loyalty is also a challenge for providers, with high levels of costly churn. That’s the challenge Vitality faced when it entered the car insurance market. Building on its successful think-positive health insurance that rewards your activity via a smartwatch and app, Vitality wanted to change car insurance to be a more positive experience, using telematics to reward drivers for good driving behaviour.

This is where our extensive audience insight played a crucial role. We know 70% of our users consider themselves good drivers, but 70% also find themselves regularly shopping around for insurance. And while 58% of users were concerned about the data privacy of telematics, 54% would consider using telematics if it rewarded them or saved them money. So, we had to present the positives, while reassuring users about perceived negatives. 

That’s why we made Vitality our Official What Car? Insurance partner. What Car? is famed for its trusted buying advice: whether it’s comprehensive independent editorial reviews or our broader no-nonsense advice for buying, owning and driving. So, we gave Vitality prominent placement on our high-traffic reviews pages to reinforce brand awareness at a point when users are researching shortlisting their next car. 

We then backed it up with a wealth of friendly, helpful, useful driving advice content across our digital, social and YouTube channels – reinforcing the broader message of making good driving easy and rewarding. Building on Vitality’s friendly brand tone, we packed our content full of character – including using some of our most personable presenters and Vitality’s own brand ambassadors, such as cricketers Joe Root and Jos Butler.