Using consumer data to come up with original stories and boost share of voice in a competitive media landscape.
Ingenie, a Telematics insurance provider for young drivers was faced with the challenge of a highly competitive market, and the difficulty of selling insurance to the media. To overcome these challenges, Lansons first made use of ingenie consumer data to come up with original story ideas that focused on driving behaviour and road safety.
The latter of which is the CEO’s main message for media. Because Ingenie were also not well-known to the media, our strategy was to focus on working direct with a journalist to shape the story and ensure coverage.
The result saw more proactive PR pieces of media coverage than all nine of ingenie’s competitors combined. This included a total of 22 pieces reaching 8 of the top 10 UK newspapers; 9 hits with the Daily Mail and This Is Money, as well as circulation of over 193 million.