By Miles | Explainer Videos

Insight

Our customer service teams were reporting a high volume of calls from potential customers who "just wanted to check" that they understood their car insurance quote correctly.

Sometimes, they hadn't read any of the information on the quote page, but often they understood it perfectly and were simply seeking reassurance from a real person on the end of a phone line.

We also looked at our Help Centre analytics to see what the most commonly visited FAQs were.

The most common themes were:

“What's the catch? How come you're so cheap?”

“How does this work?”

“So are you payable monthly or annually?”

“Can you pay it all upfront/can you split the cost monthly?”

“What happens if I go over the estimated mileage?”

“How come I've never heard of you?”

“Will you track my speed/driving?”

“Am I still covered fully comp when I’m parked or driving?”

Output & objectives

Deliver an animation explainer designed to cut down on enquiries for simple questions to our customer support team.

It should be simple, charming and informative, but persuasive at the same time - introducing drivers to the world of By Miles, answering the most frequently asked questions and allaying any fears.

It had to:

1. Explain the product and address the most common questions

2. Build brand trust in a human way (as close to getting someone on the phone as possible)

We summarised 4 main themes potential customers had questions about:

1. Pricing - How does the pricing of this quote work?

2. Pay-as-you-drive - How does pay-as-you drive work, and when will I need to pay you?

3. Black box concerns - Will you track my driving behaviour like other black box policies?

4. Ease of use - How does the tech work? Is it easy to plug in?

We also added 2 further objectives, fulfilling product marketing and brand trust requirements:

5. Publicise our app - Showcase our handy app, with extra tools to make owning a car easier (keep track of costs, Find My Car, Car Medic).

6. Build brand trust - Reassure that we're legit (Trustpilot/FCA Regulated/Defaqto/Quality Cover)

HTML 5 video

The original explainer video wasn't actually a video at all, and was an HTML5 animation with a voice-over, which would dynamically pull in details of the customers' quote.

We built the full video and player, so the experience could be watched and controlled just like a video.

Basic video

We also launched a non-dynamic explainer video for our 'By Miles Money Back' policy, which needed to explain the concept without showing any prices.