Endsleigh: Most Dangerous Day

The Challenge

To raise awareness of Endsleigh’s motor insurance offering through a national media campaign, which would also deliver backlinks to support the company’s SEO efforts.

 

The Idea

Our research showed a growing media appetite for stories covering “most dangerous” in the headline.

So, we proposed that we use Endsleigh’s own data to identify the day that it was most dangerous for Brits to take to the road, and supplement that finding with figures around the most accident-prone age, gender, location and make of vehicle. This culminated in competition to win a year’s free car insurance.

 

The Results

  • Within hours of confirming the most dangerous day to drive, we had secured six national media hits including The Sun, The Irish Sun, The Scottish Sun, The i, Mirror Online and the Irish Post
  • This was supported with 53 regional articles, an amazing 430% above target
  • Better still:
    • 100% of coverage carried the campaign key message
    • 70% of online coverage included a backlink