Motor Insurers’ Bureau ramps up the horror with new campaign
MIB (Motor Insurers’ Bureau) has unveiled a bold new film as part of its ongoing 'Gone in Seconds' awareness campaign aimed at tackling uninsured driving.
The film, called ‘Own Worst Nightmare’, is a homage to the horror film genre, a style which is known to resonate with the 18-24 year old male target audience.
Using a misdirection technique, the film was shot overnight at a scrap yard in Wokingham with specialist equipment employed to give it a cinematic quality. The initial scenes show a menacing young man in a yellow mac who then turns fearful and is seen gripping a wire fence as he witnesses the horror of seeing his car being scrapped.
The idea was developed and implemented by integrated agency TVC, and the film was directed by award-winning British filmmaker Dan Sully. Media buying and planning is managed by ARM.
The film is being rolled out in 30-second and 10-second cuts alongside research which revealed that one-in-four 18-24 year olds admitted they considered not taking out car insurance to save money. ‘Own Worst Nightmare’ is the second film TVC has made for MIB, following on from a tongue-in-cheek film about protection.
Shavaun Glen, MIB’s chief communications officer, said: “Our inspiration for our new campaign came from the horror film genre because the style of storytelling really captures the attention of millennials. We’ve borrowed the cinematic style – in the lighting, sound and camera angles – all of which create tension and misdirection. Then as the horror unfolds for our young driver, we see a mood shift with some tongue-in-cheek humour. The end frames deliver our key message about the consequences of driving without insurance.
“This is the third campaign in the Gone in Seconds series and is being delivered across paid, earned, owned and shared channels. We’re experimenting with some new platforms, such as Snapchat, and we’re evolving our use of Instagram too. Our goal as a not-for-profit organisation is to reduce uninsured driving so we expect integrated campaigns of this nature to perform exceptionally hard for us.”
James Myers, group managing director of TVC Group, said: “Reaching this difficult audience is a major creative challenge, but we have risen to the task with the support of a very knowledgeable client team who let us take risks.”
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