Corporate - Confused's bubble wrap was no accident

Campaign: Accident Avenue

Bubble wrap campaign: Confused.com
Bubble wrap campaign: Confused.com

Client: Confused.com
PR team: Cake
Timescale: January-February 2010
Budget: £60,000

Online comparison site confused.com wanted to raise awareness of its brand during January, one of the busiest months for car insurance renewal.

Objectives

- To raise the brand's profile and products outside of personal finance media

- To drive traffic to confused.com.

Strategy and plan

Cake identified the most accident-prone road in the UK - Somerville Road, Worcester - to stage a bubble wrapping of the entire road. Tweets from Cake and confused.com alerted followers. The stunt was unveiled online - exclusive shots were posted on Twitter, Flickr and Facebook.

A video was sold in editorially to news, lifestyle, motor, trends and bubble wrap fanatic sites, while edited footage was sold into national and international broadcast outlets.

Measurement and evaluation

The campaign generated 119 pieces of online coverage, along with eight items in the national press and five pieces on broadcast media including GMTV in the UK and the Discovery Channel in the US.

Results

Confused.com saw a ten per cent uplift in traffic to the site on the day of the stunt, with 4,000 extra quotes made through the site on the day.

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