Immigrants Wanted

Medal Won

• 🥇 GOLD – Financial Services

Campaign Overview

For newcomers to the UK, excitement often meets frustration when it comes to car insurance. Traditional insurers price them as if they are new drivers, ignoring their overseas driving experience. Marshmallow, a tech-forward car insurer, recognized this gap and launched the Immigrants Wanted campaign to champion migrant drivers and highlight their inclusive approach.

With its bold messaging, Marshmallow celebrated diversity and emphasized savings (an average of £300) for migrant drivers, making their voices heard in a polarizing national conversation about immigration.

Creative Concept

The campaign’s centerpiece was the playful yet poignant tagline: “Immigrants Wanted.” Marshmallow’s inclusive philosophy resonated through:

• VOD and OOH Ads: Featured migrant drivers singing Five’s iconic track “Keep on Moving,” celebrating their journey and aspirations.
• Proactive Activation: During the Rwanda Bill debate in Parliament, a bright pink ad-van with “Immigrants Wanted” drove through London, making a subversive yet literal statement.
• Messaging Across Funnels: From awareness to conversion, Marshmallow communicated its unique offer—accepting foreign licenses and valuing overseas experience—to clearly answer: what they sell and who it’s for.

Execution Strategy

1. Awareness Creation: Vibrant VOD and OOH ads targeted migrant drivers, highlighting Marshmallow as a welcoming and beneficial option.
2. Consideration and Conversion: Digital messaging explained savings and benefits, using Marshmallow’s pink branding to maintain cohesion.
3. Cultural Relevance: The campaign boldly navigated immigration tensions by promoting kindness and opportunity instead of fear or division.

Impact and Results

The campaign achieved remarkable success:

• 104% growth in customer acquisition year-on-year.
• 92% increase in direct sales, avoiding comparison sites.
• Migrant customer base grew by 9 points, now representing 79% of Marshmallow’s total customers.
• Featured as #2 on the Financial Times’ list of fastest-growing European companies and listed among CNBC’s hottest insurtech companies of 2024.

Why It Worked

Immigrants Wanted stood out by celebrating inclusivity and challenging norms in a highly polarized topic. By aligning their messaging with their audience’s values, Marshmallow not only achieved business growth but also reshaped the conversation around migrant drivers in the UK.