To promote ERS specialised breakdown cover a series of customer journey stories was created. These depicted breakdown situations and potentially stressful outcomes. A set of images were created to establish the stories, ranging from a stranded race horse to a minibus stuck in the mud. Set up by the headline and breakdown scene image; the supporting copy assures the potential customer of ERS’ commitment to achieving a happy outcome. The ads were aimed at the agricultural, minibus, commercial, horsebox and classic car sectors.