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.