Whatever You Ride

Bike insurance provider Bennetts launches new brand campaign

Immediate release: 27 April 2009

Bennetts, the UK's number one for bike insurance*, has this week launched a new creative campaign that forms part of an overall re-brand for the bike insurance provider. The company is reinforcing its appeal to a cross-section of bikers with its new 'Whatever You Ride' creative, reflecting the diverse nature of the British biking community.

To reach bikers who ride motorbikes of all shapes and sizes, each advert features a comparison between two very different types of bikers to show that whatever you ride, you can go to Bennetts.co.uk for cheaper bike insurance. Created and developed by VCCP Blue, recently re-appointed as Bennetts' advertising agency, the first adverts in the series include the creative 'From Hell's Angels to Daddy's Angels' and 'From Naked to Fully Dressed'.

The launch of the new creative coincides with a refreshed Bennetts.co.uk website, presenting a new look with a much simpler and easy to navigate format, enhancing the customer journey online.

Paul Galligan, Director at Bennetts said: "We went through a complete creative review earlier this year to ensure Bennetts maintains its number one position in the bike insurance market, delivering cut-through in an increasingly competitive market. At a time when people across the UK are watching every penny, we at Bennetts are going that extra mile to ensure bikers get the best insurance deals."

The Bennetts' 'Whatever You Ride' creative executions will run from 29 April in a range of print and online media following a launch in MCN. Amplification of the new creative and re-brand will be supported below the line with a complementary PR campaign.

'Whatever You Ride' will first appear in MCN on 29 April 2009 (new adverts attached)

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