ABOUT THIS PROJECT
Leaseplan - Who’s in the driving seat?
The LeasePlan PR account traditionally focused on trade press outreach, supplemented with some core business focused stories. Whilst this ensured good traction in the trade media, it didn’t allow for a wider consumer or SME audience to see the LeasePlan stories.
The team at Bottle thought it would be a good idea to think outside the box a little bit and focus specifically on targeting the ‘driver’. Valentine’s Day was fast approaching so we decided to pitch the client a consumer focused idea around ‘who’s in the driving seat of your relationship?’
WHAT WE DID:
It was our recommendation to do some bespoke research asking 1002 consumers in the UK. The questions were about whether they trusted their partner to drive and also whether they tended to nag their partner whilst driving.
Our research came back and it was even better than we had expected. Firstly we found that men considered themselves the better driver, what a surprise! However, the real surprise was that almost half (48%) of motorists surveyed said they never nag their other half whilst driving, with older drivers finding even less fault in their loved ones as 65% of over 55s say they never bicker with their partner whilst driving.
Our research got some fantastic coverage across the nationals, trades and regional press. Highlights included Yahoo, The Daily Mirror and The Daily Mail. Suffice to say that the client was very pleased that such a quick and low-cost piece of consumer research could result in such great coverage. We may even make it a yearly thing.