Online insurance brand its4women.ie and its agency BConnected Media have teamed up with Adbarrier out of home to launch the first in-carpark display targeting female motorists. The €300,000 campaign will run in major car parks across Dublin, Limerick, Kildare, Wexford, Kilkenny, Sligo, Galway, Westmeath and Cork until the end of 2019.
Its4Women provides car, travel and home insurance and has been operating in Ireland for the last 10 years. It is one of MCL InsureTech’s flagship brands and has a role in over €80 million of online car insurance policies and in securing about five per cent of the Irish market. Adbarrier was founded by Darren Kelly. Its first user datasets will be released soon.
Stephen Lamb, director, BConnected Media – MCL InsureTech’s agency – says that with almost 150 car parks and the support of the main car park operators, Adbarrier reaches over two million people a month in Ireland, offering a direct route to female drivers. MCL InsureTech launched the its4womenbrand in the North, with a £1 million campaign.
The company also owns 25plus.ie which offers online home, car, travel, health and property insurance for consumers over-25s; boxymo.ie, which rewards better driving and offers younger drivers competitive insurance, and DotSys Ltd, a software programming company which provides software solutions to Ireland’s financial services industry.