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.
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
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
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
Regional BBC Radio stations all over the country featured the story as
did Radio 4 and Radio 5 - radio coverage went as far as
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.