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Splendid Communications

Core disciplines: Integrated marketing, Public relations (PR), Social media

Car Insurance Epic Car Crusher

We gave the public a way to crush real life cars to dramatise crushing car insurance quotes

The Car Insurance Epic Car Crusher for MoneySuperMarket from Splendid Communications on Vimeo.

The brief was to achieve stand-out for MoneySuperMarket and boost its natural search ranking to position #1 or #2 (instead of fluctuating around #4/#5) for one of the most competitive terms in organic search; ‘car insurance’.

To bring to life the client’s proposition of ‘crushing’ car insurance quotes, we created an innovative campaign that gave the public the opportunity to crush real life cars – in EPIC style. 

Launching with two influencer days, we enabled motoring bloggers to obliterate old cars by driving enormous Monster Trucks and Tanks. Then for the epic finale we gave the media, influencers and the public the chance to control a giant, transformer-like robotic hand via Facebook and crush actual cars in real time, using keyboard commands. To extend earned media appeal and provide an engaged social audience, we recruited ex-TOWIE star and car lover, Amy Childs.

We ensured PR and Social Media worked hand in glove to deliver maximum impact by sweating rich video and visual assets through all channels, as well as igniting conversations with fun and energetic copy, real-time reactive content (including news-jacking) and planned posts. In addition, we boosted reach with paid media on social channels,  including white list promotion of Amy Childs’ pre-agreed tweets.

We delivered a #1 position on Google natural search for MoneySuperMarket for four days on searches of ‘car insurance’. During this time, the client reported an 8% uplift in organic search traffic to its website.

OTS of

430 million

10.4 million

#EPICCarCrusher impressions

+ 51,000

consumers taking an action on Facebook

Won an MAA Best Award for Effectiveness in the Consumer Service category in March 2016

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