Skilled drivers have fewer accidents. That's the logic behind a unique auto insurance program devised by Hibernian General Insurance, a Dublin, Ireland-based motor, home, farm and commercial insurance company that claims 26% of the Irish market.Launched in 2001, the program is called Ignition, and it targets inexperienced drivers with clean driving records who drive small cars. Those drivers who meet these criteria can receive auto premium discounts from Hibernian of 20% to 40% for successfully completing a one-day, advanced-driver training course, which is run by the U.K.-based Institute of Advanced Motorists.

Perhaps even more innovative, however, is the ad campaign the insurer launched last summer to promote its Ignition program. In addition to providing the usual toll-free number for people to call, Hibernian also provided radio listeners and newspaper readers a toll-free, text-messaging number to inquire about the program.

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