Association of British Insurers – IPTsUnfair


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. It’s complicated to explain, hard to visualise and fails to grab headlines like 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 2018.

 We were tasked by ABI to build a swell of anti-IPT support among influencers, industry and the public, and persuade the chancellor to halt another increase.


The campaign centred on a short hidden-camera style film featuring celebrity lookalikes receiving penalties for responsible acts to drum home the ridiculous nature of the tax whoever you are in life. 

Our ‘tax official’ a jobsworth bureaucrat, was let loose and we filmed the disbelief of our Britney Spears, Tom Jones, David Brent and the Queen –being fined for locking up their cars, installing a house alarm, putting up a health & safety sign and putting a dog on 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. A media relations push generated coverage in The Daily Mirror, The Express, The Telegraph, The Sun and Thisismoney, City AM, FT Advisor and The Guardian. 

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.

1.6 million
video views
3.2 million
reach across Facebook and Instagram
rise to Insurance Premium Tax


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