Confused.com – Accident Avenue

Challenge: Getting people to talk about car insurance is tough. Getting them to come to a price comparison website….even harder

Overview:

- Confused.com – Accident Avenue
- Cake / Havas Sports & Entertainment UK

Strategy:

To move away from the crowded personal finance media, we shocked people with a true story. Confused.com revealed that Somerville Road in Worcester generates the highest number of claims. So we decided to bubble wrap it and Britain’s most accident-prone street was made safe.

Results:

- 119 pieces of online coverage
- 10 pieces of national and international print coverage
- 5 pieces of broadcast coverage including: BBC Radio Worcester and national GMTV
- PR value of £3.6 million with an OTS of 330 million
- + 1,200 CTR on Flickr and + 200 tweets = 95,048 impressions in first 7 hours
- 10% uplift in traffic to the site on the day of the stunt’s unveiling
- 4,000 additional insurance quotes made through the site
- ROI of PR value (on and off-line channels) of 60:1