Third City ABI | #IPTsUnfair

A multi-award winning social campaign that galvanised public opinion and helped to halt another rise in Insurance Premium Tax

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Most people have never heard of Insurance Premium Tax (IPT) - a tax which is payable on all motor, home, health and pet insurance policies.

It’s not a sexy tax and fails to grab headlines like others such as the pasty or tampon tax. Yet the government had doubled it in less than two years, passing the cost burden onto millions of households, and another hike was mooted for Budget Day 2017, and subsequently 2018.

Our campaign for the ABI drove anti-IPT support among influencers, industry and the public, and persuaded the chancellor to halt another increase. It focused on a short hidden-camera style film featuring an officious ‘tax official’ fining people for their responsible actions, such as locking their home, to drum home the unfair nature of the tax.

In year two of the campaign we evolved the creative to use celebrity lookalikes – Britney, David Brent, Tom Jones, the Queen - capturing their disbelief when handed a fine for locking up their car, installing a house alarm, putting up a health & safety sign and attaching a dog to a lead.

The film was seeded in the 21 days leading up to Budget Day through paid and organic social, influencers and industry partners such as the Tax Payers’ Alliance, Aviva and Bupa.

The campaign, nominated for more than 10 industry awards, achieved 1.6million video views and a reach of 3.2million with a cost per view of 0.03p. The ultimate measure of success was that there was no rise to Insurance Premium Tax. 

About Third City

We are an award-winning PR and digital comms agency, one of the fastest growing independents in the UK. Known for combining high-level creativity and consultancy, our culturally-relevant campaigns change how consumers think, feel, behave and buy. We offer clients access to a collective of leading thinkers and content producers through our Third Citizens network.



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