Drink Driving Campaign 2012

Winner of the Gold Award in the ‘Best Use of Broadcast’ category at the 2013 Fresh Awards challenged markettiers4dc to establish a platform that would enable the brand to reach out to the public at a competitive time in the calendar to drive further awareness of the dangers of drink driving whilst also making them aware of the impact that a drink driving offence can have on car insurance premiums. markettiers4dc's refinement of the key campaign assets, well-timed strategy and organisation of a non-paid partnership with the Institute of Advanced Motorists paved the way for a 'car-insurance' message in the run up to Christmas 2012 and resulted in extensive high calibre national and regional broadcast coverage.

To strengthen the foundation of the outreach MoneySupermarket drew figures from their data from over 15 million insurance applications in the past year; highlighting the top ten cities where drink driving prosecutions were the highest. markettiers4dc worked with the MoneySupermarket team to draw out the key themes from the report and develop the content which would form the basis of the communication and help drive the awareness messages across the country.

The volume of data collected as part of the monitor reports was one of the most significant assets of the campaign. Working with the insurance team, markettiers4dc distilled the statistics into a digestible and impactful asset for media outreach set against the context of the festive season and other drink driving announcements led by organisations in the motoring arena.

Key to the success of this campaign was careful planning and timing as well as third-party expertise and endorsement. Christmas is typically a competitive time in the PR and broadcast calendars and markettiers4dc knew that the Department for Transport would be announcing their Christmas Drink Drive initiative at the beginning of December. The hotspot data gave markettiers4dc a significant point of difference to the government announcement and standard awareness messages typically delivered as it was possible to reveal where and who is most likely to be convicted of drink driving in the UK.

markettiers4dc's strategy was to refine and develop the various assets with a focus on hard-hitting national news as well as making the best use of regional data and spokespeople to drive regional outreach. The media outreach began several weeks in advance to ensure media requirements and arranging several regional spokespeople could be liaised with an arranged to all be available on the day.

As a result of the PR activity, the campaign secured an overall total of 181 items of national and regional coverage. This has been broken down as follows:

  • 172 items of radio coverage and 9 items of TV coverage
  • Coverage highlights included: Sky Sunrise, ITV Wales, ITV Calendar News, BBC Look North, Sky News Radio, BBC Radio 5 Live, BBC Kent, BBC Nottingham, BBC Essex, BBC Radio Wales, BBC Shropshire, BBC Bristol

Watch the highlights showreel below: