swiftcover.com set to launch integrated 'Roadology' Social Media Campaign
Thursday, 31 March 2011
• Absolute Radio, Spotify, Visit England and kgb deals announced as launch partners, with more to follow
On Monday, 28 March 2011, swiftcover.com will launch its new six-figure social media campaign called ‘Roadology’, which aims to make everyday car journeys more exciting.
To mark its arrival, swiftcover.com is offering an all expenses paid, once in a life-time road trip for two along Route 66 for a lucky Absolute Radio listener who will bring the journey to life through the Roadology Facebook Blog. Content will also be supplied by Visit England, Spotify and kgb deals alongside many other hand-picked activities.
Using facebook as the campaign hub and complemented with Google API map functionality, Twitter and specifically selected blogs, the Roadology Map is about enhancing road trips for UK motorists by suggesting exciting activities and interesting things to see whilst driving. On inputting a start and end point, the function will develop a route before plotting appropriate hidden gems and places of interest, tailored to individuals’ preferences.
Developed by swiftcover.com’s PR agency, Brazil, and its digital agency Steak, the insurer hopes to make journeys more interesting and fun for families, couples or individuals looking for new and different things to do and see along their potentially mundane journey.
Tina Shortle, marketing director at swiftcover.com commented: “We’re always looking to innovate and develop our offering not only for existing customers but for the wider motoring community. The Roadology campaign is further evidence of us engaging drivers in different ways and giving something useful back to those looking for interesting things to do on boring car journeys.”
swiftcover.com’s PR agency, Brazil, and its digital agency Steak created Roadology and will manage the content and future development of the campaign. Both parties have set up a number of partnerships which will offer a wide range of content and functionality to further enhance the page over the coming months.
Richard Watts, creative director at PR agency, Brazil commented: “We’ve been working with swiftcover.com for a number of years and it continues to be an exciting and innovative company. Third party relationships will enhance this offering making it a truly unique and engaging place to visit.”
Absolute Radio has partnered with the Roadology campaign to bring the Route 66 competition prize to life, driving traffic and entrants through the facebook page. The lucky winner of this once in a life-time prize will generate content while on the trip by visiting exciting places along the route – reporting back regularly through the Roadology blog tab.
Kate Bath, head of digital display, at digital agency Steak, commented: “We have evolved swiftcover.com’s social strategy into a focused campaign that combines their core product with their target audience’s key passion points - that being travelling, journeys, music and recommendations. We believe this is a hub where consumers can go to experience new and exciting activities on the road. Coupled with this, is some great innovation in terms of technical builds and partner integration which has provided us with a solid platform on which to launch Roadology.”
swiftcover.com along with Spotify have also developed a bespoke Roadology Playlist generator whereby once a user has plotted a particular route, the expected time of the journey will be used by the Spotify app to develop a tailored playlist, depending on the users musical taste. Users are also able to generate their own playlist without a specified journey by inputting time and artist.
Regular competitions will also take shape on the page with £2,000 up for grabs in the first four weeks. Entrants need to simply upload their favourite picture of a special place in Great Britain to the competition page to stand a chance of winning.
Visit the facebook page from Monday, 28 March 2011
- Ends-
Notes to Editors
For press enquiries please contact:
Richard Watts or Sean Williams
Brazil (PR agency for swiftcover.com)
020 7785 7383
swiftcover@agencybrazil.com
Lorette Nettar
Steak (digital agency for swiftcover.com)
07968 521 684
contact.pr@steakdigital.co.uk
About swiftcover.com
Based in Cobham, Surrey and employing more than 1,000 people, swiftcover.com started trading in June 2005 and was born out of a desire to revolutionise the general insurance market by making insurance quick and easy to use.
swiftcover.com offers car, home, travel and pet insurance online, and is the only insurer in Britain not to use call centres, which provides cost savings that can be passed directly onto the customer, keeping premiums low. swiftcover.com was named Best Value for Money Car Insurer in the UK in the 2010 Lovemoney.com awards.
This powerful operating model combined with successful marketing and competitive pricing has proven to be a tremendous success. In 2008 swiftcover.com achieved over half a million live policies and in May 2009 sold its millionth policy. swiftcover.com is considered to be one of the fastest-growing insurers in the UK and, as of February 2011, has more than 800,000 policy holders.
In 2007, AXA UK acquired swiftcover.com. It is now a wholly owned subsidiary of AXA Insurance UK PLC which forms part of AXA Group.
About AXA
AXA Group is a worldwide leader in insurance and asset management, with 216,000 employees serving 93 million clients. In 2010, IFRS revenues amounted to Euro 91 billion and IFRS underlying earnings to Euro 3.9 billion. AXA had Euro 1,104 billion in assets under management as of December 31, 2010.
The AXA ordinary share is listed on compartment A of Euronext Paris under the ticker symbol CS (ISNFR 0000120628 – Bloomberg: CS FP – Reuters: AXAF.PA). AXA’s American Depository Shares are also quoted on the OTC QX platform under the ticker symbol AXAHY.
The Group is included in the main international SRI indexes, such as Dow Jones Sustainability Index (DJSI) and FTSE4GOOD.
Our previous company performance is not a guide to how we may perform in the future.
Any opinions expressed in this media communication are made as at the date of this publication but are subject to change without notice.
About Brazil
London-based Brazil is an award-winning communications consultancy that creates effective and memorable campaigns and experiences. It is a media neutral agency, and works across all areas of public relations and wider communications channels to examine all possible ways to inform, influence and engage with people.
The team is the creative force behind high-profile campaigns for companies such as Honda, 118 118, BlackBerry and swiftcover.com, alongside bespoke work for large and emerging businesses in corporate and specialist markets such as healthcare and financial services. www.agencybrazil.com
About Steak
Steak is a full-service, international digital marketing agency based in London, New York and Melbourne. Steak’s UK clients include Virgin Holidays, Debenhams, swiftcover.com and Dixons Retail: the specialist retailing group for UK brands Currys, Dixons.co.uk and PC World. www.steakdigital.co.uk
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