Advertising Pay As You Drive

Pay As You Drive is a great car insurance product. And we’re very biased, I know, but it saves serious money on car insurance for people who drive less than average, and fairly so. At Real Insurance we have had hundreds of thousands of people getting car insurance quotes from us over the last year since we launched. Also, if I look at people talking about PAYD on discussion forums, then it is clear that people “get it”. They understand why the product is a fairer way of doing car insurance, and that is why they call us for car insurance quotes.

An interesting challenge that we have had to solve is how do we advertise the product? How do you explain that this is better car insurance for some people, and that they should call us to get a car insurance quote from us? How do you do that in 30 seconds?

Our latest ads use a device of showing one car driving a lot, and another car driving very little (and sitting in the garage for most of the time). The premise being that if you drive less, you have less chance of being in an accident, and therefore your car insurance quote should be less than for traditional car insurance. I think it is pretty effective. It amazes me to see how much our marketing team can get into a 30 second car insurance TV ad. A version of our latest ad is below. Please let us know what you think by commenting below!