1st for Women Insurance: Defender campaign

1st for Women Insurance, a South African car insurance provider, partnered with Land Rover in a campaign designed to drive conversion rates amongst female drivers, exceeding quote targets and resulting in almost 500 additional sales.

Brand: 1st for Women InsuranceLead Agency:Region: EMEA

Strategy

Objective

The Land Rover Defender had just been awarded Women's Car of the Year and as female focused brand we believed their was synergy. At the same time challenging macro environmental conditions meant we need new and innovative ways to get people into the door (get a quote), so they could see the value of switching to us. The COVID pandemic had led to incredibly constrained and declining South African economy, people were losing their jobs, staying home and thus the need state for insurance changed entirely....

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