Even for big brands, entering a crowded space can be difficult with lower chances of success. Just to put this into perspective, in December 1.7m blog posts were published each day on WordPress sites. In December 2015 we spoke about drink driving and championed road safety for General Insurance yet knew we needed a unique angle; something credible whilst interactive for users to take notice of and resonate with. We broke through and turned a famously negative story in to a positive one and developed a designated driver finder, encouraging users to designate a driver over the festive period.
The simple functionality allowed 5 user names to be entered and a driver chosen at random. We added an engagement feature which rewarded the driver with an IOU, owed to them by their friends. This added humour and increased shareability.
As our main objective was to generate links we commissioned research to add credibility. Unique data partnered with interactive onsite content allowed us to attract links and brand mentions from top tier websites. We also tracked engagement on blogs who featured our content and found various angles such as Christmas mocktails and shared their stories.