MoneySuperMarket’s Epic Mind Drive Lets Consumers Drive A BMW i3 With Their Minds

Com­par­i­son website’s lat­est cam­paign encour­ages dri­vers to ‘use their heads’.

Pat Hong By Pat Hong from Linkdex. Join the discussion » 0 comments

Car insur­ance and com­par­i­son web­site brand Mon­ey­Su­per­Mar­ket have mod­i­fied a BMW i3 so it can be dri­ven by a person’s brain­waves. The stunt both encour­ages dri­vers to “use their heads” while dri­ving, or shop­ping for insur­ance pre­mi­ums, and also rais­es aware­ness of the grow­ing use of “telem­at­ics” by car insur­ance providers.

Mon­ey­Su­per­Mar­ket has nev­er been shy when it comes to pulling off “epic” stunts. In Octo­ber, their Epic Car Crush­er gave con­sumers the chance to smash up a car with a giant robot­ic hand.

Now the insur­ance com­par­i­son brand is giv­ing con­sumer the chance to dri­ve a BMW i3 with only the pow­er of their minds. Hav­ing mod­i­fied the vehi­cle with a mechan­i­cal rig, which can both steer and con­trol the ped­als, the car is then hooked up to a person’s mind using a elec­troen­cephalog­ra­phy (EEG) neu­ro head­set.


The tech­nol­o­gy is, in MoneySuperMarket’s words, “in cel­e­bra­tion of savvy savers who use their heads and save mon­ey on their car insur­ance.”

Dri­ver­less cars are cur­rent­ly being road test­ed but until they’re an every­day real­i­ty, we know it’s as impor­tant as ever for motorists to use their heads while dri­ving,” said David Har­ling, dig­i­tal mar­ket­ing direc­tor at Mon­ey­Su­per­Mar­ket, in an inter­view with The Dai­ly Mail.

Kick­ing off the cam­paign, the brand enlist­ed Car­ol Vor­der­man to take the mind-con­trolled vehi­cle for an inau­gur­al spin.

The tech­nol­o­gy that pow­ers Epic Mind Dri­ve was revealed in an accom­pa­ny­ing video released on MoneySuperMarket’s YouTube chan­nel.

Just like Epic Car Crush­er, the cam­paign is run­ning in tan­dem with the launch of a mobile app game, Epic Mind Dri­ve Track. The game pits peo­ple against one anoth­er in a race con­trolled by their facial expres­sions.


Multi-Channel & Integrated Campaigns

The online com­par­i­son and insur­ance indus­try is a fierce­ly con­test­ed mar­ket, and one where top-of-mind aware­ness is key. What’s espe­cial­ly potent about MoneySuperMarket’s lat­est cam­paign, and the ones before that, is how well they per­form across chan­nels.

For exam­ple, Epic Mind Dri­ve has amassed thou­sands of shares on social media in just a mat­ter of days, the major­i­ty of which were shared via Face­book.


Pre­vi­ous­ly, MoneySuperMarket’s Epic Strut was pro­mot­ed as both a high-pro­file tele­vi­sion adver­tis­ing cam­paign, and on dig­i­tal video plat­forms where it quick­ly went viral. Inter­est­ing­ly, for some com­men­ta­tors, the video ignit­ed a mod­ern gen­der debate which caused many to voice their opin­ions on social media, cre­at­ing addi­tion­al cov­er­age.

The cam­paigns also win a great deal of press cov­er­age, and in the UK mar­ket Mon­ey­Su­per­Mar­ket caters for, the stunts also gen­er­ate word-of-mouth aware­ness. Nat­u­ral­ly, the win­ner of #EPIC­Mind­Drive, who will get to put his head behind the mod­i­fied BMW i3, also took to twit­ter to announce his luck with a cel­e­bra­to­ry tweet.


Capturing A Moment

While one of the under­ly­ing mes­sages of the cam­paign was to encour­age con­sumers to “use their heads” when shop­ping for car insur­ance, anoth­er was to raise aware­ness about the increas­ing use of telem­at­ics by insur­ers to offer low­er pre­mi­ums.

Essen­tial­ly a black box that trans­mits GPS data, inform­ing insur­ers about how safe a dri­ver is on the roads, telem­at­ics offer a way for con­sumers to obtain a reduced quote. The tech­nol­o­gy has yet to gain wide­spread use, but in recent months major car insur­ance providers have shown signs of pay­ing increas­ing notice to the tech­nol­o­gy.

MoneySuperMarket’s cam­paign has won the brand a lot of atten­tion. By run­ning a cam­paign that puts forth a strong under­ly­ing mes­sage while also draw­ing con­sumers’ atten­tion to pro­gres­sive tech­nol­o­gy that could help them save mon­ey in future years, the brand has placed itself well in their sec­tor, win­ning valu­able top-of-mind aware­ness and brand equi­ty.

What exam­ples have you seen recent­ly of brands seiz­ing the moment?

Pat Hong

Written by Pat Hong

Editor at Linkdex/Inked, Linkdex

Pat covers the SEO industry, digital marketing trends, and anything and everything around Linkdex. He also authors Linkdex's data analysis and reports, analysing the state of search in various industries.

Inked is published by Linkdex, the SEO platform of choice for professional marketers.

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