Firefly expands Masternaut into new markets with ‘drowsy drivers’ campaign

Firefly expands Masternaut into new markets with ‘drowsy drivers’ campaign

Lucy Steadman

Lucy Steadman

Our client Masternaut is known well among fleet and automotive businesses as the UK’s largest provider of telematics, but in 2015 wanted to expand its reach to other parts of the business which could benefit from telematics. These business disciplines – such as HR and finance - look for support in areas such as cost control, tax and expense, insurance and duty of care to employees, which is something that comfortably fits into the capabilities of a telematics deployment.

To achieve these goals, broadening media awareness and reaching other decision makers in the business, Firefly created a campaign that not only targeted the fleet industry, but also new markets such as HR and business titles.

Firefly needed a theme that would not only appeal to these broader verticals, but a theme that everyone could relate to and take interest in reading about: driving when tired and the importance of driver safety.

stop
Firefly conducted research polling professional drivers in the UK on the frequency of their breaks on long journeys. With these insights, Firefly crafted content revealing that eighteen per cent of business drivers do not stop for a break when driving for extended periods of time. Some business drivers admitted to taking extreme measures to avoid nodding off when driving, such as singing out loud to the radio.

With compelling data and a tenacious sell in, Firefly achieved outstanding coverage results and developed new journalist relationships in the key verticals. The story saw 81 pieces of coverage between late November and early January, in fleet, HR, business and regional press across the UK.

Firefly’s use of media relations and research resulted in a successful campaign that gave Masternaut a foothold in new sectors, resulting in commercial opportunities for Masternaut to pursue. From four research releases and dedicated media sell ins around driver safety in 2015, Firefly achieved over 200 pieces of coverage in five new vertical sectors that Masternaut wanted to expand to, including HR, health and safety, and business. The campaign increased brand awareness to such an extent that a follow-up direct mail campaign gained a 20% higher open rate than previous campaigns and opened the door to new business prospects in new verticals – including new business leads from coverage seen in the media.

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