As Capella opened its doors for the new year, the frosty temperatures outside meant the team were quick off the mark with a speedy sell-in for price comparison website, uSwitch.com, securing some top-rate national coverage in the process.
As temperatures dropped throughout the UK, it was vital to alert drivers to the risks of driving in hazardous driving conditions. The team, predicting such a cold snap was on the horizon, conducted research at the end of 2016 revealing that millions of drivers could be putting themselves and others in danger by being ill-prepared behind the wheel. The research also found they were at risk of invalidating their insurance in the event of an accident.
The research found that, as well as driving perilously, many drivers are failing to properly prepare for driving in adverse conditions. Three in ten drivers (31%) don’t completely clear their car’s windscreen before setting off, leaving potential blind spots, and over half (52%) disregard the passenger side windows altogether, meaning they would be unlikely to be covered in the event of a crash. Some are even in danger of invalidating their insurance policy even before they take to the road by leaving the engine running with keys in the ignition.
Using pre-prepared research commissioned for a cold-snap, the team secured some great hits to get 2017 off to a flying start, with a national spread featuring Daily Mirror, City AM, Daily Mail, AOL and the Spectator. Not only did the story get across valuable and insightful messaging to drivers across the UK to plan ahead to ensure their vehicle is winter road-ready, it was also testament to being fully prepared to go with a useful and timely media package which beat others to the punch.