Bespoke insurance cover provided by day-rate expert and automotive software developer, DCML, enabled BMW MINI to run its innovative, complex MINI Mission test drive programme.
Concluding last month, the three-month, social media-led campaign put more than 600 university students – each requiring specialist cover – in the driving seat to complete various challenges.
With the participants all aged between 21 and 24, DCML’s ability to provide practical logistical solutions to organise short-term cover was key in allowing BMW MINI to insure a high volume of drivers in the young, high-risk category, at short notice and for brief periods.
MINI recruited 14 ambassadors from 14 universities across the UK. Each ambassador was loaned a car for a nine-week period, during which they completed MINI road trip adventures, enlisting the help of hundreds of fellow students for the chance to win a car for a year.
The average annual premium for a young driver is more than £1,800 and current figures suggest that the single biggest cause of accidental death among 15-24-year olds is car crashes.
Vince Powell, managing director of DCML, said: “Bespoke campaigns require bespoke solutions to make them happen. We are experts in tailoring our suite of services and products to suit the needs of potentially challenging schemes and MINI Mission was a good example of what we can deliver.
“Customised marketing programmes like MINI Mission are being used increasingly by manufacturers to target specific demographics, but insuring that target market to drive is one area where short-cuts are not an option. With our help, BMW MINI was able to outreach to its chosen sector of young drivers.”
Recognised for its market-leading courtesy car and fleet management tool, Dealer Car Manager, DCML has developed a breadth of automotive software expertise, allowing it to provide custom solutions to a wide range of challenges, including app development, fleet management and specialist insurance.
