Anything is Possible has used the following skills/services in the project.
The brief:
Build WiseDriving brand awareness and increase the amount of direct sales. With a small budget of just £50k to run from November 2017 to June 2018, we had to find a way to cut through and generate scale beyond what this level of spend would typically unlock. In an industry dominated by huge price comparison sites with weekly budgets bigger than our yearly budget. This was going to be a David vs Goliath battle.
Our approach:
We focused on creating ‘valuable attention’ from WiseDriving’s target audience: young and new drivers and connecting with them in moments that matter. We analysed over 8 years of DVSA data to understand which parts of the country and which specific test centres had the highest pass rates. Using paid social, paid search, digital and offline we executed a mobile-first media strategy that targeted cities and 24 DVSA driving test centres delivering targeted, memorable and fun advertising that people loved.
Results?
For £50k media spend (over 8 months) and a strategy that used influencers, paid search, social and audio (Spotify and Acast), we have reached over 3.2 million unique individuals at a cost of just over £0.01 per unique user.