'Times is Tough' was a trojan horse to engage an under 35 y/o audience in an ongoing conversation about value. It created a new way to interact with a brand in a low-interest category - building the ROLLiN' community and affinity with the brand through engaging always-on content, whilst priming them for more product-focussed messges.

In the current cost of living crisis, ROLLiN' Insurance wanted to start a conversation with their audience about their affordable product, built for younger drivers. Conscious of brands already bombarding these guys with value messages and patronising tips on how to save money, we instead jumped off the insight that when you're pinching the pennies, it's the fun things in life you sacrifice first.

Our idea was to create the 'Times is Tough Coupon Book', the best coupon book the world had ever seen. It was our way to offer our audience a little helping hand and engage them with weekly drops of everything from a crate-full of classic hip-hop vinyl, cheeseburgers on the regular for a year, to a 52-box cereal library. It gave ROLLiN' followers on social the chance to win back a bit of the fun, then might have otherwise cut from their budget.

ROLLiN' is affordable & flexible car insurance designed for the under 35s. In a low-interest category, our approach was to keep ROLLiN' top of mind through engaging & timely content to build affinity with the brand and a community to re-target with product focussed-messages further down the funnel.

This initiative was set against the backdrop of a cost of living crisis which was hitting ROLLiN's audience disproprtionatly hard - with over 85% saying they are cutting back on spending to manage rising costs, and 25% saying they'd already cut back on activities and things like going out and streaming services. We this in mind - we wanted to create a social property that would make ROLLiN' relevant in our audience's lives - beyond just telling them about our value proposition.

Animated sponsored posts in the style of the classic coupons ran across Instagram & Facebook, with a new one dropping weekly to drive ongoing engagement.

Each coupon offered a new and different prize up for grabs - whether it was enough petrol to do a lap of Australia, an original artwork or a season of festival tickets - they were all designed to give our audience back some of the 'lost joys' that they were otherwise sacrificing.

With a delibarately low barrier to entry - a simple 'like & follow' - made it easy to join in. Alongside the weekly coupons, we ran a promotional ad unit, designed to drive awareness of the initaitive and to drive people to the ROLLiN' page.

Week on week, we saw engagment increase and cost per engagment go down.

With an average spend of only $10,000 AUD, we gained over 10M impressions and a reach of 1.5M and 25K engagements. Most importantly - we've seen affinity for the ROLLiN' brand increase amongst our core under 35 audience.

During the econmonic downturn in Australia in 2022/23, research suggested that it was the fun things in life young people were cutting back on to managing the rising cost of living.