Major retailer Coles has launched a pilot marketing program on Sydney’s North Shore to raise awareness and boost the market share of. its car insurance offering.

Customers are being offered a saving of at least $100 off quotes from NRMA Insurance, AAMI or GIO, as well as free roadside assistance for a year, triple the standard 4 cents a litre Coles fuel discount for a month and a two-year price freeze on their premium.

A document obtained by insuranceNEWS.com.au says the North Shore is one of the most profitable regions of Sydney, with AAMI, NRMA Insurance and GIO holding more than 80% of the market.

The Wesfarmers-owned supermarket chain is using billboards, bus shelter advertising and a campaign in local media until the end of May to target car owners in the area, and will use the experience gained to evaluate the strategy’s effectiveness for other regions.

Coles offers a roadside assistance package that customers nationally can buy for $75 online or $79 over the counter. The package is delivered through Allianz-owned Mondial Assistance.

Coles had no one available to comment when it was contacted by insuranceNEWS.com.au today.