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Club news: Love driving with IAM RoadSmart

Publication date: 09 August 2016

While IAM RoadSmart has a strong membership of 92,000, we are faced with the ongoing challenge of attracting new audiences – in particular 24-34-year-olds. In response, last year we set out to build a culturally relevant, fully integrated campaign targeting this audience. The hook? To show that better drivers are more attractive.

This campaign featured a number of tactics, including research into how much of a turn off bad driving is, videos of participants’ reactions and engaging news stories. Our aim was to produce content that was humorous and shareable.

All of the campaign objectives were far exceeded. We achieved media coverage across 153 national, regional, online and broadcast titles, including 12 major nationals. But most importantly we delivered leads. More than 1,000 people signed up for a free driving assessment, with an average conversion rate of 50% to our advanced driving course.

The campaign highlight was a slot on Nick Grimshaw’s Radio 1 Breakfast show, where Nick and lead singer of The Vamps, Brad Simpson, had their parking skills looked at. This was broadcast to 1.2 million listeners and the resulting YouTube video received well over 100,000 views.

Learn more about the campaign on IAM RoadSmart's website


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