Safer driving benefits everyone. That’s why No Nonsense—an Irish insurer backed by FBD—launched Smart Driver, a telematics device that rewards young drivers for safe habits behind the wheel.
But the product came with a challenge: how do you explain a multi-step technical setup to a time-poor, attention-strapped audience? Especially when the offer only works if the process is clearly understood?
That’s where we came in. Our job was to turn an explainer into entertainment—building a fast-moving, charming video that got people to listen, laugh, and sign up.
Agency: Publicis Dublin
Client: No Nonsense (FBD Insurance)
Industry: Insurance, Technology, Youth Marketing
Project Type: Digital campaign, explainer video
Role: Creative concept, scriptwriting, production consultation
Key Outcomes: Strong campaign performance, thousands of young driver sign-ups, standout brand impact
Insurance isn’t known for its entertainment value—especially when it involves multi-step setup, opt-in hardware, and fine print. We needed to clearly explain the Smart Driver system to a young audience, without losing their attention or interest.
The explainer video had to walk a line: be clear without being boring, funny without being flippant, and simple without being patronizing.
We threw out the typical explainer video playbook and made something with character.
Working from a clear strategic brief, we developed a visual-first narrative, tightly written voiceover, and a pacing style designed for social media attention spans. The result? A campaign that felt as fast and rewarding as the offer it was promoting.
• Thousands of sign-ups from new young drivers
• Increased awareness of No Nonsense’s innovation in telematics
• Strong brand lift through a highly shareable video
• Internal recognition for clarity, tone, and campaign performance
• Creative strategy
• Explainer video scriptwriting
• Campaign messaging
• Production consulting
• Youth-focused tone of voice
Explaining a telematics product in 60 seconds is no easy feat—especially when you’re working within insurance regulations and an audience that instinctively tunes out. We worked closely with stakeholders to balance clarity with charm, creating a story-led script that made the product’s benefits obvious without ever dragging. The final campaign was widely praised for getting the tone just right.
Freelance copywriter working with agencies, brands and startups.
