Campaigns: Consumer - Swift results follow car insurance drive

Campaign: Swift Relief
Client: swiftcover.com
PR team: Brazil
Timescale: August 2008-September 2009
Budge: £75,000

Brazil was asked to develop a campaign to engage car insurance provider swiftcover.com's target audience of 25- to 40-year-olds.

Objectives

- To position swiftcover.com as an innovative, forward-thinking business

- To develop a campaign to appeal to consumers, media and online influencers

- To drive brand awareness beyond the personal finance pages.

Strategy and plan

The PR team launched a Swift Relief campaign centred around a small business awards scheme to recognise, support and reward local businesses that deliver quick, reliable and hassle-free customer service. The awards were judged by a swiftcover.com panel and by mystery shoppers.

A website was set up as an online directory for customers to search for excellent businesses by location and business type. Content was developed for the website including top tips, advice and blogs. A competition was run to encourage consumers to post videos showing how to complete tasks such as changing a tyre in 60 seconds.

Measurement and evaluation

More than 600 pieces of newspaper, online and radio coverage were generated.

Results

The campaign moved swiftcover.com beyond the personal finance pages. The Swift Awards became a standalone brand. The awards scheme has been rolled out to more than 60 cities. More than 400 businesses have been given awards.

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