In the current cost of living crisis, ROLLiN' Insurance wanted to start a conversation with their audience about their affordable product, built for younger drivers. Conscious of brands already bombarding them with value messages and patronising tips on how to save money - we instead jumped off the insight that when you're pinching the pennies - it's the fun things in life you sacrifice first.

Our idea was to create the 'Times is Tough Coupon Book', the best coupon book the world had ever seen. The book was a way to offer our audience a little helping hand, and engage them with weekly drops of everything from a crate full of classic hip-hop vinyl, cheeseburgers on the regular for a year, to a 52-box cereal library. It gave ROLLIN's followers on social the chance to win back the fun they might have otherwise cut from their budget.

Animated posts in the style of classic coupons ran across Instagram & Facebook, with a new one dropping weekly to drive ongoing engagement, whilst building the ROLLiN' community and priming them for more product-focussed messages.