In 2009 and 2010 MCE Insurance signed up as title sponsors of the British Superbikes. In return for their sponsorship, MCE received a variety of benefits, which included one or two pages of editorial in each of the season’s race day programmes.

Having already established a style when working on the content of the MCE website, we were asked to help with the programme editorial, which we were delighted to do, but instead of writing something to promote MCE directly, we suggested doing something different.

The aim was to raise awareness about ‘Club MCE’ and the benefits associated with becoming a member (which is free to all MCE motorcycle insurance policy holders). Our approach was to be subtle. We proposed doing a series of interviews – through which we would talk to real MCE customers and ask them about the benefits they had experienced, thanks to being a member of Club MCE. In this way, not only would the message be more believable, it would also give MCE the opportunity to give some of its customers their own 15 minutes of fame. It went down very well: I’m sure there are a few copies of these interviews pinned up on various garage walls around the country!

MCE, who generally aren’t afraid to break the mould and do things differently, loved the idea and so were created the ‘Club MCE Member Spotlights’.