Road Angel is a pioneer of driver awareness systems, using GPS, crowdsourced data and dash-mounted technology to alert motorists to accident black spots, police safety camera and other road hazards. 8020 was appointed to launch one of the company’s first forays into the satellite navigation market, with a unit that combined route navigation with Road Angel’s hazard alerts. In a market dominated by multinational giants our challenge was to find a way to differentiate Road Angel in the eyes of the media and public.
taking Road Angel’s new satnav from 0-60 in double-quick time
7 million print media circulation
39% radio interviews above average
5.8 million radio listenership
8020's launch approach was very creative and we were extremely pleased with the level of media coverage.
We developed a five-month campaign to promote the Road Angel satnav through national, regional, consumer, lifestyle and motoring media.
We appointed a market research agency to gauge driver attitudes towards road safety cameras across the UK, structuring a sample that would permit regionalisation of the findings for local and regional media outlets.
We promoted the findings using national and regional press releases and by hiring motorsport TV presenter Louise Brady to comment on the findings and pose for media photography. We also packaged an attractive radio interview opportunity, using Louise plus a police spokesman to provide balance and independence. From a London broadcast studio, these panellists were made available to BBC and commercial radio stations across the country for live radio interviews to discuss the news.
We operated a Road Angel press office to encourage the media to borrow and trial demonstrator satnav units, pitching the opportunity, managing the dispatch and returns process and answering questions from media testers.
To further engage the public with the story, we organised competitions with major regional newspapers to promote Road Angel messages and give readers the chance to win a satnav.
Our launch achieved more than 85 pieces of national, regional, lifestyle and trade media coverage, including The Daily Telegraph, Daily Mail, Daily Express, Manchester Evening News, South Wales Argus, Which?, Auto Express, What Car and Stuff.
The combined print circulation of the launch coverage was more than seven million copies. The radio link-up was similarly successful, with live interviews run on 25 regional stations, well above the industry launch average of 18. A follow-up recorded feature appeared on 50 further stations, yielding a combined total listenership of 5.8 million people.