Case Studies Motorists

Case Studies - Hastings Direct

Client: Hastings Direct

Campaign: Hastings Direct - “Wrestle The Tax Back”

Brief:

To raise awareness of the low-cost car insurance services and new tax cash-back scheme offered by Hastings Direct, through the execution of a hand to hand leaflet distribution campaign with costumed promotional staff dressed as ‘Harry Hastings’ character.

High Calibre Promotion Staff

Target Audience:

  • Motorists
  • Tax payers
  • Shoppers
  • Office Workers

Campaign Description:

  • OFFICE AREAS / OFFICE CAR PARKS -FRIDAY
    • A team of six ‘Harry Hastings’ costumed staff approached professionals in busy office / business areas within city centres during peak periods. The eye-catching team of staff approached professionals, handed out print material and encouraged people to switch insurance providers, to take advantage of the current offers and deals available with Hastings.
    • The staff also targeted office area car parks, approaching people on their way to their cars after work, as well as entering and leaving multi-storey car parks in the city centre.
  • SHOPPING AREAS / CAR PARKS - SATURDAY / SUNDAY
    • The promotional staff targeted shoppers on high streets throughout peak weekend shopping periods, encouraging people to consider Hastings for their motor insurance, handing out print material and verbally promoting the tax cash-back scheme to recipients.
    • The team also targeted shoppers returning to their cars, asking them who their current insurance supplier was and encouraging them to get in touch with Hastings for a new quote on their motor insurance.
  • MEADOWHALL SHOPPING CENTRE
    • Throughout peak shopping times on a Saturday and Saturday the team was based inside the Meadowhall shopping centre, which attracts a huge level of footfall each weekend and provided an ideal opportunity for the staff to target motorists.

Results:

  • The Harry Hastings costumes helped the promotion to a large extent, enticing people towards our promotion staff members and made them far more receptive to what the teams had to say.
  • The client was extremely pleased with the promotion staff, the costumes and the professional way that Link Communication executed the campaign.