ROLLiN’ had a US-feel and a hip-hop infused aesthetic that made its offering sometimes harder for audiences to ‘get’ straight away. With “Here for the Ride”, Paper Moose and ROLLiN’ brought the brand back to the car, celebrating the simplicity and flexibility the brand offers by pulling customers’ lives into focus with vibrant, urban vignettes with a unique Australian flavour, synching with the brand's youthful niche and desire for a hassle-free insurance experience.
ROLLiN' aimed to break through the clutter of complicated car insurance offers, positioning themselves as a brand that truly lets customers enjoy life's journey. Making this challenging was the fact that, while the brand was unique with a hiphop aesthetic expressed through urban illustrations, the combination was leaning US and struggling to connect with Australian audiences.
The challenge was to both highlight simplicity and user-friendliness in a category not often seen as visually exciting, engaging, or youthful: but more importantly, to do this in a way that felt authentic and fresh for Australian, younger audiences.
We broke the brand’s archetype down to find what was unique about its persona and voice. ROLLiN’ had a rebellious aesthetic, but what kind of challenger brand was it really? Through extensive workshops and jams with ROLLiN’, we knew playing to the People’s Champion would help them resonate with younger drivers: their price appeal and desire to make things simple for newer drivers are ways ROLLiN’ is there for its customers.Cultural insights, such as the new trends in loud budgeting, and the target demographic’s cozzielivs context, also informed how we approached the brand visually, with a level of lo-fi authenticity that spoke to real life in and around the car: it was real, fun, but not ‘flash’.
By portraying cars as backdrops to life's adventures, with both a retro and contemporary feel, we aligned ROLLiN' with freedom and simplicity while connecting emotionally with a youthful audience seeking flexible insurance options.
"Here for the Ride" highlighted ROLLiN's customer-focused approach through authentic vignettes capturing everyday, vibrant moments. Incorporating a playful, distinctly Australian feel, the visuals were paired with an original track composed in-house, enhancing engagement across social media, DOOH, video, and Spotify.
We acknowledge the Traditional Custodians of the land upon which we create, the Gadigal People of the Eora Nation. We pay our respect to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
Always was, always will be, Aboriginal land.