How we solved it
Having researched and discussed a number of ideas, we realised that coverage of autonomous vehicles was growing in prominence and the new technology could cause significant disruption to the insurance market if things were to continue on this trajectory. Based on search traffic, we noticed that curious members of the public were asking questions about driverless cars online. This suggested that the technology and its impact were still a mystery to many.
Information online was also quite vague. This presented us with the opportunity to cut through the noise and position the brand as a reliable, authoritative voice. Therefore, we decided to create the world’s first driverless car insurance policy in collaboration with our friends at Gravity Global. As the policy was the first of its kind, we were stepping into entirely new territory.