Endsleigh: Unadventurous Student
To raise awareness of Endsleigh’s student insurance offering ahead of the all-important Fresher’s Weeks at universities nationwide.
The campaign had to target both students and parents, deliver national media coverage and secure backlinks from high domain authority websites.
With regular media reports that the younger generation is far healthier than the wine-swigging parents of the so-called Generation X, we set out to determine whether this meant students were more sensible now, than they had been any other time over the last 40 years.
Our theory proved true, and led to an integrated digital PR campaign including a search for the UK’s least adventurous student, with the chance to win an a once in a lifetime prize – “21 things to do before you’re 21” – to help the student in question discover their adventurous side.
- Within days, “Unadventurous Student” had racked up 11 national media hits including the BBC, Daily Mail, the Scottish Daily Mail, The Sun, in print and online, Daily Express, Huffington Post, MSN, Mail on Sunday, Mail on Sunday (Scotland) and BBC Radio Wales
- This was supported with 30 regional articles, a staggering 133% above target
- Better still:
- 70% of all articles carried the campaign key message
- 31% of online coverage included a backlink