Young drivers never thought about car insurance as friendly until ROLLIN’ launched in 2021, an offshoot of Insurance Australia Group (IAG), one of Australia’s largest general insurers. And to be fair, car insurance companies never showed they thought of young drivers as friendly to their business. Indie agency, Paper Moose, has taken on the challenge of appealing to this crowd with a campaign for the brand’s younger driver-friendly Safe ‘n Save app.

The national campaign makes safe driving a proud flex for younger drivers thanks to some misdirection, celebrating drivers for their habits rather than judging them by age group. The new commercials follow the partners’ Here for the Ride brand campaign, putting young drivers centre stage again and subverting stereotypes by spotlighting those who take pride in their own careful driving habits. The campaign plays into existing assumptions about young drivers. These are then flipped comedically, “braking” expectations to reveal safe habits are just as much a part of being a young driver as anything else.

Paper Moose managed both creative and production in-house.

Nick Hunter, ECD, Paper Moose, stated “We wanted to craft something visually distinct for the category, with a bit of humour, to challenge perceptions of younger drivers. Thanks to Safe ‘n Save, now they can own safer driving.”

Annabel Causer, head of marketing, ROLLiN’, added, “We’re all about championing young drivers and supporting them on their journey. Rather than echoing the usual storyline, we’re flipping the script. With Safe ‘n Save, customers are rewarded for their safe driving, and not their age*.”

The campaign is running across social, DOOH, and audio.

Credits:

Client: ROLLiN’
Head of Marketing: Annabel Causer
Marketing Specialist: Amy Gyurasits

Creative & Production Agency: Paper Moose
Executive Creative Director: Nick Hunter
Head of Client Services & Production: Hannah Day
Head of Strategy: Annabelle Rogers
Creative Director: Jeremy Willmott
Senior Creatives: Claire Sutton & Jazz Twemlow
Design Lead: Kenn Huang
Designer: Evelyn Tran
Producer: Jake Brennan
Director: Kids of Bill
Editor: Oliver Trauth-Goik
Sound Design & Mix: Electric Sheep Music