We work with WhoCanFixMyCar.com to deliver some great PR agency results – and recently ran a campaign to promote its new MOT calculator tool…
WhoCanFixMyCar.com is the UK’s leading online garage and car repair marketplace – so it has loads of data around car repairs and servicing on all kinds of cars. That’s why we push it to be a leading voice when it comes to MOT-related stories.
The rules around MOT testing were due to change on 20th May and so we thought it would be a good idea for WhoCanFixMyCar.com to develop the first-ever tool that figures out the average cost of usual MOT repairs and advisories, based on the car users owned and where they lived. This would be so motorists would know the ballpark cost of repairs before booking their cars in to the garage.
Our client got set on putting together the calculator, using its masses of data to create it.
As this was the first tool of its kind we believed it would get great attention as a consumer story, especially as it was focused on saving money, so we wrote the release and issued before the MOT changes came into play. The angle we used was about the amount of money that UK drivers could collectively save (a huge £1.8bn) if they used the tool.
The story delivered some great PR agency results!
We also created a second story that featured the calculator tool – as it enabled people to search average repair costs using their postcode, this meant that there was regional data around average costs. This meant we could do a map of the UK based on car repair costs and run a regional media relations campaign, too. This also resulted in some great coverage!
For the first story, where we highlighted the possible savings that UK motorists could collectively make – coverage included national outlets like This is Money, The Sun, The Express and The Daily Star. According to Coverage Book, the total online audience of all coverage was 230m people and 426k estimated coverage views.
Dozens of follow links from the likes of media titles including The Express, This is Money and The Sun.
Since its launch, the calculator has received more than 10k unique views.
Within 24 hours of the tool going live, motorists posted 118 jobs for mechanics / garages, with hundreds more posted over the next week.
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