Adrian Flux Insurance

The world’s first driverless car policy

Adrian Flux logo


Adrian Flux is a large UK-based insurance broker with around 1,000 staff and 600,000 policyholders.


Financial Services


Kings Lynn


Data, Strategy and Content

The challenge

Make Flux stand out from the crowd of traditional insurance brokers. Be the first broker to be recognised as embracing new technology and become the authoritative voice in this area.

A laptop displaying an article created for Adrian Flux.

The strategy

We began by looking at data and insights to explore and define the opportunity in collaborative sessions with the Flux team. Social listening, search trend research and creative workshops led the team to the topic of ‘driverless cars’ – an emerging technology that continues to receive large amounts of press coverage. We could see that content marketing would be a vital tool to achieve brand awareness and establish authority in the marketplace.

The delivery

But it wasn’t enough to just join the conversation we needed to cut-through with a relevant new angle. The answer: the world’s first driverless cars insurance policy.

We worked together with Flux and agency ToTheEnd to write the world’s first draft insurance policy for Driverless cars. We then ensured the success of the campaign by designing a content strategy and outreach activity around the policy. We created a dedicated Driverless car hub on the Flux site, which ensured the campaign gained traction and high-levels of engagement.

The results

  • 200 pieces of branded coverage including pieces on news sites The Guardian, Washington Post and Daily Mail.
  • #5 rank for Driverless Car Insurance
  • 47 links back to Adrian Flux which boosted rankings and search share across the Adrian Flux insurance brand.
  • Adrian Flux Group now has a representative (General Manager, Gerry Bucke) on two government and industry panels, lending the organisation’s expertise to the ongoing debates around driverless technology.

Driverless cars was an ambitious, innovative campaign that tapped into the buzz surrounding the future of motoring and brought the question of insurance front and centre of the debate. The results are there for all to see, and prove the value of creative, original thinking.

Gerry Bucke, General Manager, Adrian Flux
A laptop displaying an article placed on The Guardian's website.


pieces of branded coverage


rank for Driverless Car Insurance


Links back to Adrian Flux




Let's talk

Now you know who we are and what we do, we’d love to get to know you and your brand. Give us a call or drop us a message below to see how far we can take your business.


47-49 Colegate
+44(0)1603 878240


1 Primrose Street
+44(0)20 3198 9412


Milton Hall
Ely Road, Cambridge
CB24 6WZ
+44(0)1223 786968

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