A 10% uplift in quote calls was a tough target, so they needed a compelling reason to call. Enter The Mystery Tipper, a sassy cartoon character inspired by Dick Tracey with just a dash of Jessica Rabbit. She has a £1,000 tip to give away every month to a Cabbie she spots displaying her sticker. To get that sticker, Cabbies had to get a quote.The campaign was promoted using flyers, a stand at Trade shows, Direct Mail, Trade Magazine editorials, Direct Response Ads, Pay-Per-Click Advertising, Microsite and a Facebook Page. They couldn't miss the Mystery Tipper.

Twelve consecutive record months of results - in a mature market, for a long-established division - is an exceptional result. The success of this year-long campaign, driving up business by 22%, proves that it captured the imagination of no-nonsense cabbies. Response rate was up 130% on 2007, Cost per response on DM £9, inserts £14, press £12.A powerful concept, executed with acute attention to detail across every touchpoint from exhibitions to Facebook, it has created an uplift in enquiries, quotes and policies that will benefit the business for several years.