| Motability case study |
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Client Name Motability The Organisation
Motability was born in 1977 to administer the Motability allowance. Since then some 2 million cars, scooters and powered wheelchairs have been provided to help disabled people open up new horizons. To date, PR had played a major part in promoting the brand together with a limited amount of press activity.
The Challenge The client had identified that a considerable number of disabled people, typically "baby boomers", felt that Motability was aimed only at the elderly and that the organisation itself was dated and not for them. The objective was to change their perception by associating Motability with Rough Guide, a contemporary, slightly edgy brand. A Guide to Accessible Britain was produced by Rough Guide detailing great days out and co-branded with Motability. The Guide was available to registered disabled people on application. In October 2009, Motability appointed MC&C to identify the best and most cost effective media to reach this new audience. The InsightWith a limited budget (under £70,000) the media activity could have been focused on disability titles/web sites and search. However, we strongly felt that we should communicate with the target audience not as disabled people but as people who happen to have a disability. This would make the proposition more appealing and believable to the wider disabled audience as well as their carers. Our SolutionTo give the campaign stature and news appeal, we made the decision to spent the majority of the budget in national newspapers. We collected a huge amount of data on the positioning of ads in newspapers, especially using classified sections alongside display, to maximise response from "banker" titles.
We were able to place page-dominant fractional colour advertisements in various sections such as travel, health and main news enabling us to maintain a high level of cost effectiveness from a limited portfolio of titles. The Results The number of orders for the Guide exceeded client expectations by 62%
What we did
Used direct response to change consumer perceptions Client View
“mc&c have led a highly successful media strategy to raise awareness of the Rough Guide to Accessible Britain, resulting in orders which exceeded our expectations.” Stephanie Salter |
