The simple idea was to appeal to our happy-go-lucky audience by playing on the simple fact that people, like them, who don’t think they need insurance, are usually the ones who need it most.

We created four films that showed, with Back Me Up, you never need to hold back (whether that’s taking a selfie with a Cobra or accidentally crashing a drone into an office building).

The campaign ran throughout the 2nd half of 2016 on Youtube, Facebook and online publishers like Vice.

There are 4 spots with hero 30s or 40s, and 15s cut downs. The initial burst was during a launch phase of a test product, which has since been refined and is being optimised based on consumer feedback.

Once the product is finalised these may go on broadcast TV as well as the online film spots it has featured on.

The role of these spots was to drive traffic to Back Me Up’s website, and engage millennials in the insurance category who have rejected traditional insurance as a target audience. Our opportunity is to unlock them as a group of people who don’t think insurance fits their lifestyle. In terms of evidence:

- 650,000k total visits to the website in August launch month

- Combined campaign views of over 1,000,000 on Youtube

- Overwhelmingly positive engagements and comments on Facebook