Sheilas' Wheels: The S Clip
PRCA Frontline Awards - Best Financial Products/Services Campaign
Brief
Increase brand awareness of Sheilas' Wheels, the new female-only motor insurer with a media relations campaign that communicates the brand's understanding of the real issues faced by female motorists.
SolutionOur Consumer team developed a concept to design the world's first female friendly seatbelt. Lexis commissioned research among 500 women into their seatbelt wearing habits and the safety risks they experience when behind the wheel. We also spoke to more than 25 female estate agents who spend most of their day on the road to get their perspective then linked up with engineering specialists MIRA to design the world's first female seatbelt. The 'Sheilas' Seatbelt' was created using a specially designed S-Clip to make the belt more comfortable for women with bigger breasts.
The seatbelt was launched to the national media, backed up by the research that showed that women were putting themselves at risk by wearing their seatbelt incorrectly under their breasts because of discomfott with traditional seatbelts.
ResultsThe campaign generated among others 5 pieces of national coverage including the Daily Mail, Daily Express, Daily Star and The Times. It was also featured in GMTV, Des and Mel and BBC Working Lunch.