Sheilas Wheels

The Sheilas Wheels has achieved brand reputation through its ads campaign featuring three pink sequin-clad women singing 'Sheilas' when they travel around in a pink Cadillac, belting out the lines 'For ladies who insure their cars, Sheilas' Wheels are Superstars.' However，there should be some big creative ideas behind the Sheila wheels ads to promote the Sheilas' Wheels car insurance.(part of creative strategy)

First of all, in IMC, a brand position is crucial for any organization and a specific brand position can make the brand or product stand out from competitors in the huge marketplace. Hence, the Sheilas' Wheels came out with a catch phrase 'Insurance designed with women in mind!' it means that the company has positioned and marketed itself as specialist in product for women, although men are allowed to take out policies.

Secondly, an all females management team who has more empathy with their target consumers was established to provide insights to promote the Sheilas's Wheels. It is called ulterior motives and it differentiates the Sheilas' Wheels from its competitors.

Thirdly, the Sheilas' Wheels car insurance has offered a number of women-focused benefits that differentiated the brand from its competitors. Such as women's handbag and contents cover of £300 and personal belongings cover of £200, competitive breakdown recovery rates, a free and confidential 24hrs telephone counseling line for consumers and a network of female-friendly repair services.

 The handbags cover of 300 pounds. In addition, a personal belongings cover of 200 pounds, i.e. total of 500 pounds. As compare with the average women's handbags and contents are worth 290 pounds or most of insurers only cover of 100 pounds, that's not doubt that it is such a great benefit.

 The competitive breakdown recovery rates were offered by the Sheilas' Wheels to help keep consumers on the road.

 The free and confidential 24hrs telephone counseling line run by trained professionals to help consumers deal with their driving issues.

 A network of female-friendly repair services was used to give consumers guidelines and advices to fulfill their requirements. For example, helping with child car seats, arranging visits to fit around school runs and so on.

Besides, the Sheilas' Wheels also offers customers the opportunity to build up to 75% no claims discount if you stay with the Sheilas' Wheel in the following 5 years.

Cited by http://www.ilovesheilas.com/car_insurance/car_insurance.jsp

Fourthly, the Sheilas' Wheel also offered a cheaper policy to the target consumers as women are statistically safer drivers than men, they have represented a lower risk and that result in less costly claims to the insurance company.