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Product Car insurances Benefits/differetiators They are cheaper because no middleman (not unique though) Selling via internet They pay faster than average No hassle when having an accident Target group Owners of cars, especially persons who buy a secondhand car What is the most critical barrier consumers might to overcome Changing parties when buying a new car What is the brand inside Simple, easy, competative prices What do we want consumers to THINK: I do not pay to much FEEL: They care about me DO: Go to the website and buy insurance Single minded proposition What supports the proposition Buy it online Lower rates than average Tone of voice Passionate, young, light Offer. Every person taking will get a keychain what reacts on Site selection. Car related sites especially sites related towards secondhand cars ## Deliverables Concept, design of 250*250 popup (iab standards) Style youngh at hart, inovative, interaction in the banner ## Platform flash