123.ie Insurance Launches Telematics Offering with Cheeky Campaign

123.ie insurance launch their new Telematics offering 123GO, with campaign created by The Public House.

The Public House have launched a new campaign to support the launch of 123GO, the brand new offering from leading Irish insurer 123.ie. This new telematics product helps younger drivers get on the road through innovative technology linked to their cars that monitors a drivers performance.

Niall O’Grady, managing director, 123.ie said: "This is a great example of how 123.ie is harnessing new technologies to give younger drivers a more affordable way to get on the road. We’re proud to be bringing this to the Irish market. It’s great to be able to introduce such an innovative product to help younger drivers get started."

To launch 123GO, The Public House were tasked with building an integrated national campaign that includes TV, VOD, social and radio, which broke on January 28th. The campaign centres on the simple premise that ‘the better you drive, the less you pay’ and the campaign features a range of scenarios that leverage awkward, familiar and sometimes irreverent conversations that occur in a car. In one execution we see a mum accidentally calling an elusive girlfriend on her son’s phone and in another we hear an uncomfortable investigation into the meaning of the word ‘Woke’.

The campaign for 123GO is another example of 123.ie’s mission to simplify and humanise insurance - borne out of the brand’s ‘Simple is Smarter’ proposition and the company’s DNA for making things easier for customers.

Colin Hart, creative director, The Public House said: “123GO is a completely new offering from 123.ie. We know it’s a serious development in insurance but we wanted to make it feel anything but serious as an idea.”

123.ie appointed The Public House as their strategic and creative partner following a competitive pitch in the summer of 2017. The agency is known for its advertising edge that delivers for its clients, with a philosophy that ‘Boring Doesn’t Sell’. Clients of the agency include Paddy Power, Donegal Catch, Cadbury, Jameson, and Citywest Hotels.

Telematics products such as this are relatively new to the general insurance market in Ireland, but their use has become widespread among young drivers in the UK over the last number of years (over 80% usage). A recent report by UK business research agency, Lexis Nexis showed that among the youngest drivers, (17 to 19 year olds), road casualties in the UK have fallen by more than 35% over the past seven years, compared with a 16% drop among all motorists. According to their analysis, telematics insurance has done more to cut accident risk in the UK than other road safety initiatives targeting the young driver market.