The brief

Promote LV=’s recently launched multi-car cover insurance to a crowded market.

How we made positive change

The hazard perception test hasn’t been updated in decades, and yet the risks drivers face today are very different. We used this opportunity to create our own modern hazard perception test for people to take and share online – which they did in their thousands. By demonstrating new and updated risks, and highlighting that the current version is no longer fit for purpose, LV= was able to call on the government to make drastic changes to the test.

Impact

1.3m

reached by social media

140,000

visits to website

68

pieces of coverage

85%

 

completion rate of test