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Auto and home insurance provider Grey Power has retired “Miss Road Rage” and cast a new batch of unsafe drivers in its latest national television campaign.
The 60-second “Miss Road Rage” spot first aired in 2007 and elicited both positive and negative response, said Catherine Smola, president of Grey Power Insurance Brokers Inc.
While some consumers called the company to express their dislike for the ad, others called with words of appreciation, she said.
“People were responding so positively that they appreciate the value proposition message we were depicting in the ad and wanted to be a customer because they didn’t drive like her,” said Smola.
The spot proved to be “extremely successful” for Grey Power, helping the company grow its customer base “significantly” over the last two years. Smola said the decision to retire the ad was based on creative fatigue.
“We knew that the frequency by which she was on the air was getting tiring,” she said. “Everyone had seen the message, got the message and it was time to move on.”
Smola said the character proved that humour works with its 50-plus target audience, which is why the new creative retains a lighthearted approach to bad driving habits.
Launched Monday, the first of the new spots shows a distracted driver using his hands-free device to talk while drinking coffee and attempting to pull his laptop out of this briefcase.
The second follows a couple on moving day as they attempt to navigate through traffic while holding onto a mattress that sits on the roof of the car. A third spot is launching early next year.
“If you don’t drive like that… Grey Power can offer you competitive premiums for your auto insurance, and we carry that value proposition message to our new spots,” said Smola.
The ads invite viewers to contact Grey Power directly by phone or online at GreyPower.com.
The ads were developed in collaboration with Blitz, a division of Cossette Inc. Media Experts handled the media buy.
