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Just Car Undies

Just Car Insurance

Issue 4 | July 2008

Background

Just Car is a youth-oriented brand, so customers have a stronger response to online and SMS communications than to those in traditional mediums. However, to talk to customers via these channels Just Car needed opt-in consent. Rapp Collins Melbourne were tasked with securing opt-in for future email and SMS communications from current Just Car motor insurance customers, and providing a positive brand experience to get people talking about Just Car. Car insurance is generally a dry topic and a grudge purchase, especially for the youth market. So it was a challenge to get Just Car’s young customers to opt-in for online promotional material, let alone to get them talking about the brand.

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