Launching Sheilas' Wheels
Sheilas' Wheels offering was unique to the market and Carat's insight to challenge typical car insurance behaviour was in-line with our vision. All the research is telling us that our communications are having a positive impact on our brand, which is mirrored by policy sales
Chris Bowden, Head of Marketing, esure
Sheilas' Wheels was the UK's first big female car insurance brand. It had a great reason to believe. Though more than 7 out of 10 UK women aged 21-49 can drive, most rely on partners or parents for motor insurance. The subject seemed so dull, women let others seek out the best deal.
To succeed, Sheilas' Wheels needed a two-pronged solution to convert its target market. The first was an enticing policy with great prices and benefits including counselling services, handbag cover and female-friendly mechanics. The second was its challenge to us: spread the Sheilas' Wheels word and get UK ladies hooked on car insurance.