markettiers advised creating a storyline centred around the upcoming 80th anniversary of the driving test, illustrating its place as a rite of passage and life-skill. To tell this story research was commissioned to create discussion points for broadcast interviews, this included aspects of the current driving test that consumers think should change, pass-rate comparisons between men and women and the public’s favourite first cars to offer broadcast media outlets the opportunity to shed some nostalgia on the story.
To ensure the campaign made maximum impact, markettiers set about collating various assets for broadcasters. This included creating an attention-grabbing broadcast advisory and working closely with the Institute of Advanced Motoring to provide an independent spokesperson to speak alongside the CEO of Zuto.com in interviews.
Interviews were secured with a plethora of TV and radio stations, totalling 163 items of national and regional coverage. Sky News played the story out throughout Sunday on their TV and radio channels which was followed by live interviews on Monday with the likes of BBC Radio 5 live Morning Reports (which goes out to BBC Bristol, Somerset, Gloucester, Kent, Lancashire, Sussex and Surrey, Tees, Wiltshire & Swindon and Ulster), BBC Radio Coventry & Warwickshire, BBC Radio Cumbria, BBC Devon and a host of leading commercial outlets throughout the UK.