Slamming the brakes on stereotypes
We’d celebrated how ROLLiN' is all about its younger drivers with our brand campaign “Here for the Ride”. With ROLLiN's new telematics-powered app, we saw an opportunity to flip the script: rewarding safety, not just assessing risk. Our campaign had to land at a time when competitors were pushing tribal driving challenges, ensuring we avoided stereotypes and instead championed the real personalities at the heart of safe driving.
The result was an energetic, youthful campaign that not only spotlighted how ROLLiN’ recognises each driver as unique, but also invited young Australians to take pride in their safer choices, delivering a fresh, authentic alternative to the industry’s tired tropes, powered by individuality.
ROLLiN’ had a great app on their hands, using telematics to assess drivers’ behaviour, unlocking policy discounts. But the app hadn’t yet been promoted, so it had to be effectively launched and have its moment in the sun.
If the industry penalises younger drivers, and other brands were embracing telematics by pitting tribes against each other, we could supercharge the ‘launch’ of Safe ‘n Save by pushing back and dialling in to the customer-focused world we had created with our brand campaign “Here for the Ride”. It’s what makes ROLLiN’ special: seeing each driver individually. No judgement, stereotypes, or different generations. Thanks to Safe ‘n Save, finally we can assess each driver based on who they are, not what we expect.
The campaign centred around three distinct characters that felt authentic for our ROLLiN’ demo, shot in urban environments that brought the app to life in an evolution of the visual language we’d created with “Here for the Ride”. Kinetic, fast-paced 15-seconders built the characters up, leaving space for our audience to make assumptions before flipping them with a sudden rugpull. Our characters, despite appearances, love their safe behaviours just as much as any other little quirk of their personality.
It both challenged the industry’s view of young people, but also invited young people to challenge their own notions that risk, rather than safety, is worth talking about. The pace, humour, bold visuals and misdirection all worked together to bring Safe ‘n Save to life: an app that means we can finally be proud of our safe behaviours.
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.