The AAMI Skilled Driver programme targets young drivers aged 18 to 25, and offers them a free Skilled Drivers Course plus 10% off their comprehensive car insurance until they're 25.
In an increasingly fragmented media landscape what’s the best way to target and capture young drivers? And how could we persuade young drivers, especially males, to do this course when they had passed their driving test and were already confident they had all the skills they needed?
Once you've passed your driving test, additional training seems superfluous if you’re a young driver.
But there is a group that cares a lot – parents.
Through a combination of social listening, analysis and research we developed a two-pronged approach:
We developed a mix of eDM and DM to target the parents, and a social/digital-led programme for the young drivers themselves.
Traffic to the Skilled Drivers' website more than doubled from 12,000 in the month prior to 27,000 following the launch.