CAMPAIGNS - Drivers given star treatment - Financial Services

Client: Touchline Insurance Company
Campaign: Drivers’ Zodiac
PR Team: Harrison Sadler
Timescale: December 1997 to January 1998
Budget: not available

Client: Touchline Insurance Company

Campaign: Drivers’ Zodiac

PR Team: Harrison Sadler

Timescale: December 1997 to January 1998

Budget: not available



Car insurance company Touchline recently analysed five years worth of

claims from its database and found that drivers with the same zodiac

sign tended to make similar types of claims.



The results of the research were compiled into a Drivers’ Horoscope and

PR agency Harrison Sadler used the survey as part of an on-going

12-month campaign they are working on for the company.



Objectives



To build and maintain national awareness of Touchline Insurance, and

position it as one of the nation’s leading insurance companies. To win

coverage in national and regional press/radio and motoring

pages/programmes.



Tactics



Once the results were available from Touchline, the team at Harrison

Sadler wrote the drivers’ horoscopes. It was up to them to distil the

raw data and write a profile of each sign of the zodiac. The team had to

do background research to ensure that the profiles were accurate.



Once the horoscopes had been researched and written, a press release

went out to national and regional newspapers, the motoring and insurance

press, news agencies and national and regional broadcasters. As well as

laying out the drivers’ horoscopes, the release listed which star signs

make the fewest and most claims, and what they are likely to claim.



It also highlighted simple ways drivers could reduce the risk of theft

or accident. The release was followed up over a two-day period and Sandy

Dunn, managing director of Touchline, was available for interview. The

press were keen to know if the findings of the survey would influence

premiums (which they won’t).



The release was timed to coincide with the interest in New Year’s star

sign predictions.



Results



The survey was a big hit with the nationals, receiving coverage in

publications from the Sun to the Daily Telegraph. It was also covered by

a huge number of regional papers across the United Kingdom as well as

being picked up by several motor, insurance and financial trade

magazines. Most coverage was quite detailed, laying out the specifics of

each star sign and all of it mentioned Touchline Insurance.



The release was targeted to receive coverage in the motoring and finance

pages, but many papers included the story in their main news

section.



Regional BBC Radio stations all over the country featured the story as

did Radio 4 and Radio 5 - radio coverage went as far as

Johannesburg.



Verdict



This campaign certainly achieved its aim of winning wide coverage for

Touchline Insurance. The release was well timed - January is the perfect

time of year for a horoscope-related story, as well as being a

relatively quiet time news-wise.



Finding a human interest angle on insurance figures is no easy task,

however Harrison Sadler achieved this, thus associating the name of

Touchline Insurance with a fun, interesting story and differentiating it

from other companies.



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