Does car insurance marketing have to be so annoying?

Yet another ridiculous from the “car insurance company
designed for the female driver”, , claiming:

Nearly 12 million fashion-conscious female motorists could be putting themselves and other drivers at risk by wearing unsuitable sunglasses when behind the wheel, according to new research out today.

Note this is exactly the same number who were alleged to be in June – again calculated from an extrapolation of the total number of women drivers. 

Anyway, now the “female-friendly car insurer” (although why most women would want a friend this patronising, I don’t know) reveals that:

fewer than one in five (18%) women drivers chooses a pair of sunglasses specifically for driving. Three fifths (61%) say they opt for style over safety when buying summer shades – basing their choice on appearance instead of driving practicality.

Shock horror.  Okay, so how many accidents can be traced to this appalling faux pas? We are given the “expert” opinion of  on glasses along with revelations from a survey of the sunglass habits of women motorists.

I find such pseudo-news releases really irritating, but during the Summer silly season, no doubt it will be reported with gusto by journos around the country. 

However, I cannot fault Sheilas’ Wheels on the fact that this release reflects their brand values.  The company’s adverts are equally annoying – and it has even set up a fake fan site: I Love Sheilas

It is also interesting that with all the fuss about artifice on television, people are happy to accept an insurance company that pointlessly alludes to Australian women and is also available for male customer. 

In fact, Sheilas’ Wheels is nothing more than a brand of   Annoying advertising is clearly a corporate brand value – as that company brought us the irritating with his “calm down dear” catchphrase.

So the adverts are memorable and the stupid-survey approach gets coverage.  Which means people are aware of the companies.  I did a quick Google search on annoying adverts, and insurance ads seem to top the list of what drives people mad:  “Quote me happy”, from and the “Oh Yes”, nodding dog of both spring to mind.

Does that help when we come to search for insurance quotes?  Are you influenced by annoying jingles, catchphrases and characters when deciding who best to trust to help you out in an accident situation?

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Heather Yaxley PhD

Dr. Heather Yaxley is passionate about sustainable careers, reflective practice and professional development. I am a rhizomatic educator, practitioner, consultant, academic and scholar. As a qualified academic, I teach the CIPR professional qualifications with PR Academy and have experience teaching at various Universities. I run the Motor Industry Public Affairs Association (MIPAA) and my own strategic consultancy. I was awarded by PhD researching Career Strategies in Public Relations by Bournemouth University in 2017. I'm a published author, with books, chapters and academic papers to my name.

4 thoughts on “Does car insurance marketing have to be so annoying?”

  1. It’s a well known fact that all women who wear inappropriate sunglasses are the same people that wear inappropriate shoes. Really, Heather I’m surprised this has passed you by up to know.

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