markettiers were briefed by vehicle safety technology experts, Thatcham Research, to raise awareness and understanding of crash prevention.
Challenge:
Thatcham Research approached markettiers in order to raise awareness around understanding car safety and why NCAP ratings are so important. We were asked to increase consumer recognition for Thatcham Research, educate key audiences (consumers, insurers and manufacturers) and call for manufacturers to make active safety technology standard (e.g. AEB).
Solution:
Through harnessing the 20th anniversary of Euro NCAP testing markettiers demonstrated the progress and value Thatcham Research has created for all road users. Thatcham Research performed a crash test between 1997 Rover 100 and a 2017 Honda Jazz; which provided footage for markettiers to create a powerful bespoke B-roll package for media outlets with accompanying press release.
Results:
markettiers secured significant TV coverage across BBC South, BBC Oxford, ITV Shared Content Unit and PA, as well as a series of interviews during the broadcast session with a number of stations including BBC Radio Lancashire, Spectrum Radio and UCB.
The video content secured coverage across key national outlets including Mail Online, Daily Star, The Sun, Metro, The Independent, AOL and BBC Online to name a few, and was also one of the most popular videos on the BBC website as well as being the editor’s top pick on the Mail Online. Social media also played a key role within this campaign with extensive views across outlets such as Lad Bible (8.4m views across Facebook and Instagram), Daily Mail (8.6m on Facebook) and Tech Insider UK (2m on Facebook).