Sheilas Wheels Car Insurance

Sheilas Wheels has become more than just an advert for insurance. It has caught the public's imagination and given the "Sheilas" something of a cult status.

LADIES LONG FOR THE LIMELIGHT

-Sheilas' Wheels starts search for women to appear in new TV ad-

On 1 February 2007 Sheilas' Wheels car insurance launched the 'Make Me A Sheila Star' competition to find guest stars for the next TV ad. They received over 11,500 entries from women of all shapes and sizes who are real fans of Sheilas' Wheels - including one 98 year-old woman, who was unfortunately over the age limit, and 58 entries from men!

All that the applicants needed to do was upload or post in a photo of themselves and complete the following line: "Make me a Sheila star because."

Almost ten million women* in Britain crave their fifteen minutes of fame, according to a new report out today from Sheilas' Wheels - the car insurer designed for the female driver - to coincide with the launch of its 'Make Me A Sheila Star' campaign.

The 'First Steps To Stardom' study shows that four in ten British women hunger for fifteen minutes in the limelight and aspire to live the lifestyle of their favourite celebrities. Nearly half (49%) of fame-seeking women believe that an appearance as an extra in a TV ad may be their best chance of getting famous.

A fifth (19%) of women said they would be willing to go to an audition for a TV show, such as The X Factor**, to claim a place in the spotlight. Almost one and a half million (6%) women admitted they would even go as far as sleeping with a celebrity to make it happen.

The findings are published as Shielas Wheels launches its 'Make Me A Sheila Star' campaign that aims to make fame a reality for five lucky ladies. Sheilas' Wheels is searching for women in their 20's to 70's*** to guest star in its new TV ad - alongside the three lead Sheilas - which is due to air later this year.

Cathi Ogden, one of the stars of the Sheilas' Wheels TV ads, said: "I've really enjoyed the attention I've had since becoming a 'Sheila'. Guest starring on the Sheilas' Wheels ads is definitely a great place to start if you want to get on TV or are just a die hard Sheilas' fan who wants to join in the fun."

The research also highlighted that over half (51%) of British women see financial gain as the biggest draw of having a celebrity lifestyle, with a fifth (19%) saying that giving up their 9-to-5 job would be the best thing.

Independent psychologist Mark Tyrell said: "The drive to be famous is more than just a desire for wealth. There are many other reasons why people seek fame. We all need to feel validated by others. With sixty thousand new videos uploaded to YouTube every day and an avalanche of video blogging and viral video on the internet generally, it seems that everyone wants to get some attention and feel at least that bit better known."

"We yearn for our fifteen minutes in the limelight because fame can seem like a cure all. The famous often appear to lead care free, exciting and meaningful lives - which many of us desire. That's why the chance to appear on prime time TV is bound to attract great interest amongst the British public. Attention can give us a buzz - but of course the more recognition we get, the more we may start to need it."

The competition was a huge success, attracting over 11,500 applicants - both men and women - who dreamt of stardom and the chance to ride in the big pink Sheilamobile.

Chris Bowden, Head of Marketing for Sheilas' Wheels car insurance and the person behind the 'Make Me A Sheila Star' campaign, said: "It's sometimes easy to forget that Sheilas' Wheels is actually a car insurer. It has generated a cult following since launch just 18 months ago.

"Although we were initially looking for five ladies to ride alongside the three Sheilas in the next advert, the entire judging panel were so impressed with all 50 finalists at the auditions that we had to pick 30 winners of all ages, shapes, sizes and backgrounds. All winners are real women who love all things Sheila and want a taste of the 'pink' limelight.

"Everyone's passion and 'Sheila-factor' shone through at the audition day and during the filming of the advert. The screams and autograph signing frenzy that followed the surprise entrance of the real Sheilas at the X-Factor style auditions reaffirms the strength of the brand and the impact that it has had on women across the UK."

Winner Debbie Peters, age 42, from Wetwang in East Yorkshire, said: "I was absolutely tickled pink to get through. I do all sorts of things, go-karting, show jumping, skiing. I just love doing new things so when this came up, I thought 'why not?' I was absolutely thrilled to get a place in the final, never mind win."

The 30 'guest star' Sheilas who feature on the new Sheilas' Wheels adverts are: Tricia Baker from Chalfont St Peter; Rebecca Bennett from Bracknell; Andrea Betteridge from Ormskirk; Cassie Bonnar from Coventry; Ashlene Brown from Nairn; Sue Cobley from Warwickshire; Ruth Cook from Leicester; Beckie Denning from Cardiff; Lizzie Ellis from Lincolnshire; Sheila Fielding from Chatham; Clare Fisher from Nottinghamshire; Sheila Glass from Essex; Bobbie Graham from Essex; Miranda Goldring from Devon; Nikki Harris from Cardiff; Emily Herbert from Nottingham; Charleen Jones from London; Susan Kemp from St. Leonards on Sea; Eva Lai from Manchester; Christina Olnils from Cheltenham; Debbie Peters from Wetwang; Annette Price-Porter from the West Midlands; Sylvia Ross from Hereford; Emma Steele from Bradford; Alexandra Taylor from Glasgow; Louise Thom from Ivybridge; Stella Ugwu from Essex; Sandra Walmsley from Manchester; and Linda Watts from Sevenoaks.

All thirty winners had such unforgettable experiences that they told their local newspapers all about it. The press articles included their personal stories about why they entered the Sheilas' Wheels competition - along with some fantastic photos. Two of the winners are sisters from Cardiff with different surnames, so the fact that they both got through to the audition was a complete coincidence. Two winners are called Sheila. All thirty are huge fans of the three Sheilas and Sheilas' Wheels car insurance!

Why not find out how much you could save on your car insurance with Shielas Wheels