Fuelling brand equity

for Motors.co.uk

Working together as a PR, Design, Development and Social Media team, we delivered a campaign that engaged 3,000 people.

Formula:

The Brief

Motors.co.uk wanted to create a Corporate Social Responsibility campaign with a difference. A campaign which had more impact than a simple one-off charitable donation, that created extensive public involvement and helped to increase brand awareness for great causes by creating a social buzz.

The aims were more than just about driving traffic and improving organic rankings. They were about connecting the brand with people from all walks of life. Their customers aren’t simply ‘motorists’, they are people with a genuine story to tell, for whom their cars mean so much more than a means of travelling from A to B. That is what we wanted to bring to life.

Our Solution

Competition time! Motors.co.uk’s drive to engage customers with their CSR Programme lay at the core of our team’s strategy.

Entrants simply had to nominate an unsung hero – a ‘Most Deserving’ person – giving them a chance to win up to £10,000 towards a car from Motors.co.uk, plus a £2,500 donation to charity.

Our regional and national PR programme encouraged votes from youth organisations, charities, friends, families, and the general public. We designed, developed and hosted four landing pages for the competition website, and created Facebook pages.

With a wealth of content, all telling the unique and touching stories of each nominee, we were able to drive votes and raise awareness not only of Motors.co.uk, but also of the fantastic causes that each and every one of our nominees supported.

The Results

Attracting 3,000 votes and vast regional and national press coverage, the campaign delivered every wish, and more.

A staggering 200 stories were written on over 150 high authority and influential sites, with finalists promoting their own nomination on social streams resulting in great traffic to the competition site and the nominated charities.
And of course, Caroline Rutley-Frayne from Devon won the competition. Caroline nominated Devon Air Ambulance Trust as her charity.

The campaign was later extended to find Britain’s most deserving student, which saw Bedfordshire University PHD student David Moorhead drive away with a new car and a £1,000 donation to his university, which was used to purchase software that helps dyslexic students.

Following the success of the student campaign, which delivered a total campaign reach of 14.5m people, Motors.co.uk continued the campaign to find the most deserving small business. David Reed, founder of Fizz Pop Science, was declared the eventual winner and drove away with a Ford Transit van and a £3,000 encouraging growth donation to help him continue his work in inspiring the next generation of scientists.

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