“Buy by thumb” ad campaign to direct Facebook users to quote-and-buy page

Sheilas’ Wheels has embarked on a Facebook-only advertising campaign for its new mobile optimised quote-and-buy website.

The Esure-owned brand became the first to sell a motor policy via Facebook in March. But the technology behind the quote facility meant it was only visible to people who logged onto the desktop version.

The mobile optimised quote and buy site takes around five minutes and is advertised with the tag line “Bye bye keyboard – buy by thumb”.

The advert is visible to the 23,000 consumers who have ‘liked’ Sheilas’ Wheels on Facebook, and will also appear in the news feeds of people who fit the brand’s target female demographic and share similar interests to the people who have ‘liked’ the brand. It will not appear on TV screens or other forms of social media.

Nearly two million people have watched the advert since it launched on Monday, said Esure head of marketing and communications Adrian Webb.

“The gender directive doesn’t allow you to price differently – but does allow you to target your marketing towards women,” he told Insurance Times.

“The way people are accessing insurance has changed and more is being done using on-the-move mobile technology.”