Churchill
Empowering older new drivers to hit the road without a wobble.
Background
With an older target audience, we aimed to reach drivers aged 35+ through a campaign that resonated with relatable experiences. Utilising earned channels and relevant talent, we sought to boost Churchill’s campaign visibility despite the brand’s lack of social presence.
Our approach
DVSA data revealed tens of thousands take their driving test later in life each year. We spoke to diverse new drivers who shared one challenge: overcoming nerves during their first drives after passing their test.
What we did
We found new drivers, inviting them on one of their first post-test drives with Martine offering reassurance. This heart-warming content featured drivers discussing their reasons for learning to drive later and their biggest worries, including a newborn baby and a furry friend joining the ride.
