Endsleigh: Unadventurous Student

The Challenge

To raise awareness of Endsleigh’s student insurance offering ahead of the all-important Freshers’ 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.

 

The Idea

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 means students are more sensible now than they have been any other time over the last 40 years.

Our theory proved true, and led to an integrated digital PR campaign that included a search for the UK’s least adventurous student, with the chance to win a once-in-a-lifetime prize – completing the “21 things to do before you’re 21” bucket list, helping the student in question discover their adventurous side.

 

The Results

  • Within days, “Unadventurous Student” had racked up 11 national media hits including the BBC, Daily Mail, 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’s key message
    • 31% of online coverage included a backlink.