SERVICES:
- advertising
- online & social media
- media relations
- brand consulting
- events & promotions
- design
- social responsibility
OUR CLIENT WORK:
- GMAC Insurance
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GMAC Insurance: National Drivers Test
Situation:
In an arena cluttered with noise from GEICO and Progressive, GMAC Insurance faced a challenging issue. Despite a gold-standard heritage as part of General Motors and a unique connection to the spirit of the American driver, very few knew GMAC was in the business of automotive insurance. Without the massive media budgets of big competitors, GMAC Insurance needed to cut through the noise and secure general awareness among automobile owners.
In an arena cluttered with noise from GEICO and Progressive, GMAC Insurance faced a challenging issue. Despite a gold-standard heritage as part of General Motors and a unique connection to the spirit of the American driver, very few knew GMAC was in the business of automotive insurance. Without the massive media budgets of big competitors, GMAC Insurance needed to cut through the noise and secure general awareness among automobile owners.
CBC Solution:
Boston PR Agency Cercone Brown had an idea that started with a question: What would happen if you took your drivers test again today? Would you pass? How about other drivers in other states? How about your friends? How would they do? With that, the annual GMAC Insurance National Drivers Test was born.
Boston PR Agency Cercone Brown had an idea that started with a question: What would happen if you took your drivers test again today? Would you pass? How about other drivers in other states? How about your friends? How would they do? With that, the annual GMAC Insurance National Drivers Test was born.
Now in its sixth year, the public relations and social media campaign administers questions from actual DMV exams to a balanced set of thousands of Americans. The results are tabulated and ranked by state before they are released to the public to kick off Memorial Day and the summer driving season. Leveraging online and social media, Americans are invited to take the test online to see how they measure up, or they can try their luck at the online driving video game.
Result:
Over five years, Cercone Brown has achieved 836 million+ impressions, $97 million+ in ad equivalency, nearly 5 million tests taken online, one million requests for quotes and status as highly anticipated event, with pre-emptive requests from AOL and CNN, among other major outlets.
Over five years, Cercone Brown has achieved 836 million+ impressions, $97 million+ in ad equivalency, nearly 5 million tests taken online, one million requests for quotes and status as highly anticipated event, with pre-emptive requests from AOL and CNN, among other major outlets.
