Ingenie, a U.K. auto insurance company that targets young drivers, has chosen Paradigm Public Relations as its communications agency in Canada.
Though the contract was awarded in 2014 after a competitive bid, Ingenie’s Canadian launch was delayed and the insurance service has only now become available in Ontario, said Tracey Bochner, president of Paradigm Public Relations in Toronto.
Lorie Phair, CEO of Ingenie Canada said in a statement that the company was impressed with Paradigm’s track record of campaigns that connect and engage with young Canadians. “We feel they are an ideal partner to help build our brand in Canada.”
Paradigm does a lot of work with 13-24-year-olds through such clients as HTC, Playtex, and Schick, Bochner says.
Ingenie, which has been available in the U.K. since 2011, uses telematics (Smartbox) technology installed in cars to reward young drivers who drive safely. It builds a picture of a driver’s individual style, awareness and safety on the road, giving those who drive well an up to 25% discount for good driving. That can be a big plus for young drivers who typically pay high car insurance rates.
The company said its approach to working with young drivers in the U.K. has reduced the risk of having an accident during the first six months of driving by 40%.
“Fundamentally, what we’re doing is building awareness for the brand in Canada, so media relations, blogger outreach (and) social engagement activities, ” Bochner said.
Paradigm is also using traditional media relations to promote Ingenie. News releases, for instance, will divulge the latest research on driver behaviour and attitudes.
Both young drivers and parents are being targeted because it’s often parents who make decisions about insurance, Bochner said.
Ingenie plans to offer its insurance in other provinces besides Ontario, but no dates have been established. It’s the company’s first foray outside the U.K.
