The Challenge
Volvo briefed us to generate a campaign to publicise the 50th anniversary of it inventing the three-point seatbelt.
The Solution
We set up broadcast interviews with the national and regional radio and TV stations and we ran a media launch. We also planned, managed and ran an influencer event with 15 MPs at the House of Commons, including the Transport Select Committee. To spread even more awareness, we ran a media launch at the Gherkin.
The Results
The ‘1 million lives saved’ message captivated the media’s imagination and as well as the 25+ radio interviews carried out, all the national newspapers covered the story; including a DPS in the Independent and coverage online and across trade titles. The campaign generated over £500k of press coverage, for an investment of just over £20k, and broadcast coverage generated an additional worth of nearly £1million.
In addition, the campaign won a Prince Michael of Kent Safety Award.
