Just Car Insurance direct mail case study

It's a challenge to get young customers to opt in for online promotional material, let alone to get them talking about a brand. So Aussie firm Just Car Insurance used a novel approach to establishing a positive brand image: a pair of Just Car-branded 'undies'.

The promotion element of this Rapp Collins campaign enticed the target market to opt in, while the underpants gave them something to talk about. Really connecting with this audience was win-win for the insurer: a positive ROI and a big boost to its brand image.