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  • Bubble Wrap
  • Confused.com
  • Daily Mail Jpeg
  • Telegraph

Accident Avenue

Client: Confused.com
Brand: Confused.com

Cake was tasked with raising Confused.com’s brand profile and products outside of personal finance news pages and websites – both on and offline, in traditional and social media.

The main aim of the project was to raise brand awareness through PR and social media, while also driving traffic to Confused.com.

In order to raise brand awareness and drive traffic to the Confused.com site, Cake focussed on finding an engaging story behind the site’s products. Seeking to capitalise upon the combined power of real world experience with online content and social sharing.

Making use of the data available from Confused.com, Cake identified the most accident-prone street in the UK, through the site’s statistics on car insurance claims.

Once the street was identified, Cake’s Experiential team set to work, liaising with residents and the local council as well as suppliers to stage the bubble wrapping of the entire road.

With the logistics in place, Cake created a strong integrated on and offline media plan to make the stunt famous. The story sell-in started with creating buzz through social media. The day before the unveiling of the street, tweets from both Cake and Confused.com alerted followers to the fact that something special was about to happen in Somerville Road Worcester. Key Worcester-based and marketing bloggers were alerted to the stunt ahead of the reveal, to add to the online buzz around the story.

The stunt was unveiled first online – exclusive shots of the street were posted on Twitter, Flickr and Facebook. Buzz was built up online with conversations through the various social media outlets. This helped fuel the offline sell in – when the team came to speak to news and picture editors, a fair few were already aware of the activity through the online buzz.

Critical to the success of the activity was valuable content – short and long – to share the story online far and wide. Edits of the ‘wrap’ taking place in the early hours of the morning were combined with footage of resident’s reactions and comment from customers and Confused.com staff so that all kinds of online media had bespoke collateral to share and highlight the story to readers and followers.

Broadcast media were invited down to the site of the stunt, making full use of the bubble wrapping sound effects to create quirky ‘and finally’ style pieces. Confused.com’s Head of Motor Insurance, Will Thomas, was on site, ready to speak to media regarding the story and the more serious message behind it – the need to take care on the roads, especially during January’s bad weather at a time when premiums are rising.

The following day, the picture story hit the majority of national newspapers and their online equivalents. This was followed by a further online push, this time making use of an exclusive video of the ‘making’ of Accident Avenue. The video was seeded far and wide, and sold in editorially to news, lifestyle, motor, trends and even bubble wrap fanatic sites.

Finally, the edited footage was sold into to national and international broadcast outlets, appearing on – amongst others, GMTV in the UK and the Discovery Channel in the US.

Coverage results:

- 119 pieces of online coverage with a combined reach of 125,298,800
- 8 pieces of national print coverage with a reach of 4,890,406
- 5 pieces of broadcast coverage with a reach of 7,296,000
- An overall PR Value of over £780,000

Social media results:

- 119 pieces of online coverage with a combined reach of 125,298,800
- Over 1,200 click-throughs to the images on Flickr in first 7 hours
- 110 uses of #accidentavenue and over 200 tweets about the story leading to approximately 95,048 impressions on twitter in first 7 hours
- The @confused_com following increased nearly 20% (18.8%) on first day of stunt

Business results:

- Confused.com sees a 10% uplift in traffic to the site on the day of the stunt coverage, with 4,000 additional quotes made through the site.

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