esure, the UK's leading insurance company, was launching a new brand - Sheila's Wheels - selling female-only car insurance. esure wanted to target high volumes of women in a female-focused media environment. ids proposed a six-month sponsorship of US dramas on LIVING, including CSI: Crime Scene Investigation, Grey's Anatomy and Charmed. These programmes all feature strong, independent women at their core, which is central to Sheila's Wheels' own brand values. Find out more...

The sponsorship was designed to raise awareness of the new brand amongst women. A range of creative treatments was produced. Each one reflected the theme of the programme it was sponsoring, whilst reinforcing key themes from Sheila's Wheels' marketing activity across all media.