CATEGORY 4: Best public relations campaign
WINNER: JCB Dieselmax
AGENCY: Fingal CAMPAIGN: ‘Land speed record’
he concept seemed preposterous: To interest the engineering community,
T
take two engines from a humble JCB a placement student was offered the
digger and use them to challenge chance to be part of the team,and her
the world land speed record. regular blogs on the website provided an
Employing more than 8000 people,JCB is insight for the graduate community.
the world’s third largest manufacturer of The website,including a media login
construction equipment and has a product area,went live on launch day.An email
range of 279 different machines.The JCB release to 2000 international journalists
Dieselmax project began with a dream to directed them to the website.About 50
showcase the company’s new JCB444 diesel were invited to the launch with
engine.The campaign aimed to: opportunities to interview key personnel,
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were given behind-the-scenes access.
Reinforce JCB’s iconic status in the UK such as RAF Wing Commander Andy Green
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When the first attempt on 22 August 2006
Raise brand awareness in the US who was to drive the car.
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smashed the existing record forward planning
Raise staff morale Immediately after the launch,a
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allowed JCB’s marketing department to deploy
Appeal to graduate engineers documentary deal was struck with National
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a campaign in several UK broadsheets
Secure film of the project Geographic for a two-part documentary in the
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announcing the achievement.
Create and manage a dedicated website US and UK;with BBC Birmingham for a 15-
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Two further attempts established two new
Publish a book of the project minute item on Inside Line and with TF1 for a
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world diesel records,the fastest of which was
Provide footage for future JCB use. 12-minute news item.
350.092mph.This was published via email and
The planning phase involved developing a
Media frenzy the web.Regular blogs from the team and a
brand identity and internal communications
The final three months was an intensive period merchandise range further increased the
strategy,creating a media and marketing
of media activity.Media communications were website's appeal.During the week of the
strategy,developing a website and securing a
distributed via email and on the web.Exclusive attempt the website received 61,500 visits and
book deal with Haynes.
stories were set up with The Sun,Sunday video footage was downloaded 4799 times.
Teaser campaign Times and Top Gear TV. With a budget of £1 million the project
Six months before the attempt and one month A PR team set out in August to set up achieved coverage in 38 countries,including 23
before the announcement teaser campaigns communications on the Bonneville Salt Flats in TV news items in the UK;81 TV news items in
began with a three-part flyer posted to staff Utah where the attempt was to be made.A the US;circulation of over 30 million readers
and to media,announcing the launch date.As second team accompanied the European media from UK publications;circulation of over four
the car would still be in its design phase,a show group two days before the attempt with US million readers in the US;and the publication
car was commissioned. media arriving on the day.Forty journalists of the book ‘The world’s fastest diesel’.
RUNNER UP: Imarket
AGENCY: Cameron Wells Communications CAMPAIGN: ’Raising Imarket’s profile’
market is an electronic trading Campaign kick-off
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platform,allowing insurance brokers An intensive media relations campaign was
to access commercial policies from undertaken with key broker and insurer titles.
insurers,enabling them to get online A media centre was created on the website
comparative quotes for their clients. with the latest press releases,case studies,
A marketing strategy was developed to photography and contacts.
communicate,educate and reassure customers. Regular press releases were sent;
Agency Cameron Wells needed to: demonstrations showed journalists how the
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Turn around negative media perceptions system worked;interviews were set up with
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Position Imarket as a route to new business spokespeople and exclusives were placed with seen an 80 per cent increase in transactions per
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Overcome misconceptions key journals.A special edition was negotiated month.Peter Knowles,strategy & marketing
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Encourage brokers to return to Imarket with monthly journal Professional Broking. director of Imarket,says,“The media had
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Persuade non-registered brokers to register This focused entirely on Imarket and contained become sceptical,often reporting negative
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Encourage more insurers to join. tips on how to use it with charts outlining what aspects of Imarket.Some of this was deserved,
The target audience was the trade media, was available through which insurer. some reflected a misunderstanding.Now,
registered but dissatisfied brokers,brokers After 13 months of positive PR,over brokers and journalists have a much better
yet to register,prospective insurers, £110,000 of coverage had been generated. understanding of what we do.Press coverage
employees of member insurers,and trade Around 2600 brokers – 70 per cent of those in has improved dramatically in quantity,
bodies and associations. the UK,have registered with Imarket and it has frequency and quality.”
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For more information on the winners, go to www.b2bm.biz/awards
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