Driving Emotions through online coverage

The Client is one of the UK’s biggest and most popular price comparison services. In 2002, they launched the first ever price comparison site for car insurance in the UK which generates over one million quotes per month. has expanded its range of comparison products over the last couple of years to include small van insurance, motorcycle insurance, car buying and selling, and car finance, as well as a number of tools designed to save drivers money on motoring.

Getting behind the wheel.

Edit were challenged to generate a Digital PR campaign which focused on the driver, rather than the car to support’s general marketing strategy. The strategy for SEO was to improve their back-link profile, focusing on car insurance as the main product.

Looking past road rage.

Press coverage on drivers primarily focused on the effects of alcohol and drug consumption on our ability to drive safely.  But how does a good/bad day at work or an argument with a loved one impact our driving capabilities?

We commissioned a scientific study with behavioural psychologist Jo Hemmings to explore the effect that driving under the influence of emotions has upon us, focusing on those that are normally not taken too seriously.

The 'Driving Emotions'.

An asset was created where users could explore the effect of happiness, excitement, stress, worry and exhaustion on their body, mind and actions.

These were uploaded to’s site as a tool for drivers to see how their emotions can affect their ability to drive safely.

The results

The campaign generated newsworthy headline stats and achieved coverage that stood out from their competitors.  Coverage included the Mail Online, MSN, Yorkshire Evening Post, Read Cars and Changeboard, as well as 178 conversions.


links and coverage