Swinton Mystery Tipper Campaign (2009)
Best Small Budget
Campaign: Swinton Mystery Tipper Campaign
Brand: Swinton Taxi Division
Client: Swinton Group plc
Entrant: Red C
Principal Authors: Adrian Rowe - Red C, Helen Lawson - Red C
Contributing Authors: Katharine Allen - Red C, Amy Estcourt - Red C, David Savage - Swinton Group plc, Rhian Thomas - Swinton Group plc
Credited Companies: Red C - Direct Marketing Agency, Swinton Group plc - Client, Kunoichi - Others
This paper shows how powerful iconic imagery was used to inject new life into the fragmented and competitive world of taxi insurance. After a period of rapid growth up to 2002, Swinton’s taxi division had plateaued as a result of increasing competition in the market. The challenge was to increase the volume of policies sold by 10 per cent in 2008. The strategy was built around a central cartoon character inspired by Dick Tracey with a hint of Jessica Rabbit – the Swinton Mystery Tipper – who visited towns and cities in the UK giving cab drivers a £1,000 cheque. Combining sales promotion, DM and PR, the campaign created a sharp and sustainable rise in business for the brand by exploiting the effect of word-of-mouth on the cab ranks and in taxi offices across the country. The campaign generated a payback of £4.31 per every £1 spent.
Judge's Comments:
The Swinton Taxi case interested the judges as it took the principals of digital media but did it in a traditional fashion to generate an excellent return on investment.
-Mark White, Managing Director, Five