Autoglass Promo, Case study LOVE GLASS by Lewis PR

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Industry Automotive products, services and accessories
Media Promo & PR, Case study
Market United Kingdom
Agency Lewis PR
Director Julie Walsh
Released December 2011

Credits & Description

Category: Automotive and Transport
Advertiser: AUTOGLASS
Agency: LEWIS PR
Senior Account Manager: Claire McCowan (LEWIS PR)
Content Specialist: David Brown (LEWIS PR)
Account Manager: Laura Spence (LEWIS PR)
Director: Julie Walsh (LEWIS PR)
Social Media Strategy: Alex Clough (LEWIS PR)
Social Media Execution: David Russell (LEWIS PR)
Video Content: Michael Hay (LEWIS PR)
Web Content: Mark Adlington (LEWIS PR)
Marketing Manager: David Meliveo (Autoglass)
Lead Scientist: John Aubrey (Autoglass)
PR Manager: Samantha Day (Autoglass)
Social Media and Online Marketing: Ajay Solanki (Autoglass)
Social Media and Online Marketing: Ajay Solanki (Autoglass)
Senior eBusiness Manager: Chris Smith (Autoglass)
Media placement: Consumer - The Daily Telegraph, The Sun, The Daily Mail, The Independent, The Daily Mirror, And More - 1 March 2011
Media placement: Trade - Top Gear, RAC, AutoExpress, MSN Cars, Fleet News And More - 1 March 2011
Media placement: Social Media - Facebook, Twitter - 1 March 2011
Media placement: Viral Video - YouTube, Pocket-Lint - 31 March 2011
Media placement: Viral Video - YouTube, BBC Click, Autoblog, Techdigest And More - 19 May 2011
Media placement: Experiential - London Evening Standard, Daily Telegraph, The Metro, The Drum - 31 August 2011
Media placement: Broadcast - Capital FM, Pure FM, BBC Radio And More - 26 October 2011
Media placement: Facebook App - Facebook - 23 December 2011

Summary of the Campaign
Making windscreens seriously fun!

Love Glass is an integrated, cross-channel, digital PR campaign. It has the many facets of glass - safety, innovation and technology - at its core.

Autoglass® wanted to become a key resource for UK motorists, researching the issues that mattered most to them. Our team used the Freedom of Information Act to reveal hidden stories, hijacked the media agenda to provide comment on issues as they happened, and then used digital and social media to engage the public consistently.

Autoglass® became an authoritative voice on safety by tackling topics such as car crime, drink driving, road maintenance, boy racers and more. We created light-hearted consumer stories around the school run and relationships, scoring over 800 pieces of coverage.

2 smash viral videos were produced: an April Fools stunt featuring self-repairing glass (28,000+ views); and a futuristic video exploring potential advancements in windscreen technology (175,000+ views).

Further guerrilla events generated coverage with a giant piece of pothole-inspired 3D art in Trafalgar Square. The audience could connect with the brand in person, as well as on social media, and the stunt caught people’s imagination achieving national coverage and taking road maintenance issues mainstream.

We used engagement tactics to create and grow an energetic online community. Stories that had broken in the media were reflected through tabs and apps with over 50,000 active users.

Love Glass has put Autoglass® on a par with the AA and RAC when discussing road safety.

The Situation
Autoglass® is known as a major vehicle windscreen repair and replacement company, serving 1.5m customers every year. No-one associated the company with fun, innovation or safety. Autoglass® wanted to position itself as a key resource for UK motorists in a way that reflected its innovative nature, whilst retaining a light-hearted and fun element.

Initial research showed that although Autoglass® was the market leader, it had a reputation described as serious and non-consumer.

The Goal
The following objectives were set:
• Appeal to motorists and become the ultimate drivers companion;
• Raise the profile of the brand across the UK;
• Be the voice on road-and-vehicle related issues;
• Profile Autoglass® as a visionary and thought-leader in automotive development;
• Develop an engaged and energetic online community;
• Maintain a 'fun' element to the brand.

The Strategy

Autoglass® wanted a campaign that created conversations around the brand. Key elements of our strategy were:
• Remain respected, but have fun along the way;
• Using research, source and discuss topics of concern and relevance for motorists;
• Provide a strong voice on road safety issues;
• Take discussion mainstream, with regular national coverage;
• Raise brand profile by generating positive, consumer-led coverage;
• Generate whimsical and humorous consumer communications;
• Identify road and safety issues that Autoglass® can own;
• Establish the company as the primary commentator on key issues;
• Profile key spokespeople as industry thought-leaders;
• Integrate social media into all PR activities.

• Day-to-day press office. (Rapid response, FOI requests, executive profiling, speaker opps, etc.);
• Making glass desirable to the media:
Autoglass® get regular enquiries regarding cracked mobile-phone screens. An April Fools’ Day viral announcing Autoglass® inventing self-repairing glass was produced. Partnered with online gadget magazine, Pocket-Lint to launch.
• Through the looking glass into the future:
Showcasing innovation with a concept video displaying how windscreens could look in the future with GPS, visual sensors and augmented reality;
• Potholes for pedestrians:
To highlight dangers around poor road maintenance, Autoglass® commissioned a piece of pothole-inspired 3D art. Placed in Trafalgar Square, passers-by could take photographs, discuss driving concerns, check-in on Foursquare and tweet using #GiantPothole;
• A playful side finds fans:
Day-to-day engagement on Facebook drove the growth of a community through tabs and games. This extended stories that had featured in the media, like the ‘Avoid the Pothole' game.

Documented Results
• Now on a platform with the AA and RAC;
• Featured in trade outlets such as RAC, Top Gear, AutoExpress;
• 27% coverage increase;
• 34% of coverage appeared in targeted tier-one titles, including The Daily Telegraph, The Sun, The Daily Mail, The Independent;
• Target 500 pieces: Achieved 800+ with 1.5bn OTS in total;
• Managing Director extensively profiled as an advisor;
• Keywords include road maintenance, fuel costs, learner drivers and driving standards;
• News and marketing titles covered the pothole stunt, including The London Evening Standard, The Daily Telegraph and The Drum;
• Videos had a target of 16,000 views and achieved over 200,000 (and rising);
• Pocket-Lint article read 6,500 times, and shared 200+ times;
• 2020 Vision video covered by BBC TV’s flagship technology show, Click;
• Online community targeted to increase to 20,000, but achieved 50,000;
• Global profile was raised with videos reaching the US, Sweden, India, Greece and more.