The Capella team made a serious media splash over the weekend with our latest
story for the car insurance arm of uSwitch.com.
Our campaign was built on a simple premise – Over the last few years, we’ve grown to rely more and more on our trusty satnavs. Whether it’s a standalone device or maps on your smartphone, most of us don’t set off on a car journey without typing in our desired route. However, the question remains, do these devices cause more trouble than good.
We found out that many of us are driving into danger due to our satnavs providing misinformation – with nearly a fifth of satnav reliant drivers admitting they have driven dangerously because of the device. A further one in six also said their satnav has given them the wrong speed limit, ringing alarm bells that we may not be updating our devices enough so they provide up-to-date info.
We were also tactical in our release of the story, timing the announcement just days before major government law changes, raising potential speeding fines from 100% of a persons weekly income, to 150%. All the more reason to brush up on those driving rules!
With some killer stats and the perfect newshook, the story has generated over 40 print, online and broadcast hits over the last four days including The Sun, Daily Mirror, Daily Mail, MailOnline, Telegraph.co.uk, Daily Telegraph (with a Saturday print front page splash!), Express.co.uk, Yahoo, AOL and a wide range of regional hits through PA and the BBC regional radio circuit. All articles included our key stats and expert advice from uSwitch.com’s insurance and motoring guru, Rod Jones.
Hats off to the team for an expertly executed story.