Campaigns: Consumer - Swiftcover raises drunk passenger issue

Campaign: The Drinking Season
Client: Swiftcover.com
PR team: Brazil
Timescale: December 2010
Budget: £7,500

In the run-up to Christmas, Swiftcover.com wanted to raise awareness of the danger of drunk passengers.

Objectives

- To highlight and address the threat of drunk passengers in vehicles during the Christmas party season

- To gain exposure to young professionals through relevant media channels

- To increase traffic to Swiftcover.com.

Strategy and plan

The campaign had to tap into the 25- to 35-year-old market through the channels most used by this age group - online news and social media. A blogger outreach programme was conducted to establish who the most relevant bloggers and news channels were. To encourage the debate, Brazil quizzed taxi drivers and got them to offer advice and guidance for motorists on how to deal with drunk passengers. This was fed through the swiftcover Twitter account to encourage further discussion.

Measurement and evaluation

The one-week campaign generated 350 pieces of coverage, including 12 online nationals and major news channels such as Mirror.co.uk, Thesun.co.uk and MSN.

It was also tweeted about 500 times.

Results

Traffic to Swiftcover.com increased by 40 per cent compared with 2009.

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