We created an aspirational biker hero called 'Big Ed' - featuring a super sized crash helmet with a very large smile, and a new strapline 'smiles better quotes!' It generated an amazing 25% increase in sales in a matter of months.
The Background
Our brief was to increase turnover by 25% in a year. We established a new, eye catching promotional presence online, in-store and on-page with the creation of an aspirational biker hero called 'Big Ed'. Featuring a super sized crash helmet with a very large smile, the new brand was underpinned by the strapline 'smiles better quotes!'
The Solution
We achieved our target in a matter of months! Our campaign was so effective and successful that it won two Gold Insurance Industry Awards for Marketing Campaign of the Year. The improved turnover allowed MCE to fund the sponsorship of British Superbikes events, and the associated TV coverage elevated the brand to a new level. Big Ed is still the focus of MCE's marketing strategy, with his own Facebook and blog presence.
