Campaign: The national Billmonitor mobile report
PR team: Hotwire
Timescale: March-May 2011
Billmonitor is an Ofcom-accredited price comparison service. It helps consumers find mobile phone deals by comparing their online bills with available contracts. It hired Hotwire to launch its national report, which found 76 per cent of those analysed were on the wrong contract.
- To launch the mobile report to UK media, analysts and online influencers.
Strategy and plan
The PR team briefed national and international newspapers in advance. Broadcast media were also pre-briefed to secure coverage on the day of the launch. Then the report was launched to regional, tech and lifestyle media.
Measurement and evaluation
The campaign generated more than 200 pieces of coverage, including in the FT, The Wall Street Journal Europe, The Guardian and The Daily Telegraph. It also secured 23 instances of broadcast exposure.
Consumer minister Ed Davey referred to the Billmonitor search engine when discussing the Government's 'Better Choices, Better Deals' initiative. After the campaign featured on BBC's The One Show, website traffic increased by two-thirds.