Incredible media coverage for large general insurance provider

The Need

Our long term insurance client wanted to increase media coverage for their car insurance offering by researching driving habits of men and women in the UK. Media coverage would help position them as a thought leader and a company that delivers high quality insurance.

Our Approach

Using our panel of UK consumers we conducted a quantitative study amongst regular drivers to understand their perception of which gender is the better driver, how they rate their driving and their driving habits. In conjunction with this, their PR agency recruited drivers in London to take part in driving test with a professional driving instructor to enable us to compare perception and reality.

The Outcome

The research indicated that women are the better drivers and the story was a huge success resulting in some excellent coverage across the UK. The story was used by 8 national newspapers, 27 national newspapers online, 25 regional newspapers, 121 regional newspapers online, 2 TV broadcasts and 1 radio broadcast.