Car Enthusiasts Share Their Post Lockdown Big Drive Plans for Insurer ERS
With signs of lockdown coming to an end - meaning it’s not long until we can safely hit the road again – many people will be planning their first big drive out. None more so than the car enthusiast community who will have had to keep their pride and joy locked away in the garage or parked on the drive throughout lockdown and will be itching to get back behind the wheel.
Tapping into and fuelling this anticipation, ERS have launched the #ERS First Big Drive campaign - a social and digital activation within fluencer content and a UGC competition at the heart – asking car enthusiaststo share their plans of where their first drive will be once lockdown liftsusing the hashtag #ERSFirstBigDrive. A prize of £500 Mr & Mrs Smith boutique hotel vouchers is on offer to drive participation and make the first journey a little bit more special for the winner.
Be The Fox produced the dynamic campaign hero film, as well as individual influencer films and Instagram stories, featuring well-known facesfrom the car world including Paul Wallace, Jonny Smith and Nicki Shields sharing where their dream drive will be and encouraging others to do the same. Self-shot in their cars on their driveways, the influencers reveal where they’d go, who with and their ideal driving soundtrack.
The films feature on ERS’s social channels, as well as the influencers’ own Instagram pages. ERS also enlisted the help of its own car-loving colleagues to create videos of their first bigdrive plans to engage with their broker community on Instagram and LinkedIn.
The competition is running until 12th June with all UGC and influencer content being displayed on ERS’s website – ERS.com/firstbigdrive - accompanied by playlists curated from the community and influencers to provide soundtrack inspiration for people’s driving adventures.
Gayle Jones, head of marketing, ERS: “Understanding there are many car enthusiasts itching to get their beloved motors out on the road again, we wanted to use this lockdown time to connect the car enthusiast community digitally to share their ‘First Big Drive’ plans once it’s safe to travel again.”
Diana Ellis-Hill, co-founder and creative director, Be The Fox: “There’s so much that people can’t wait to do post lockdown, but for the passionate car enthusiast community, getting back behind the wheel is high on the list. We were delighted to be involved with this positive campaign which we needed to turn around in ultra-quick time as lockdown starts to lift. We hope our films capture and fuel the anticipation and excitement of car enthusiasts who are eager to safely get back on the road again.”
