A funny road name might raise a smile, but our new campaign with Asda Money reveals it can also take drivers’ eyes off the road.
Research showed that almost two thirds (65%) of Brits admit to being distracted by a rude-sounding road name, while 60% say they’ve laughed so hard at a funny road name that they’ve missed a turn or exit. One in three (33%) say they’ve even had a near miss after being distracted by something amusing on the road.
That’s where our work with Asda Money comes in. We’ve headed to some of Britain’s most distracting roads, temporarily erecting green velvet ‘modesty’ curtains over some of Britain’s most “eye-catching” signposts. Travelling the country, from Yorkshire through to Birmingham and Worcester, across Minge Lane, Bell End, North Piddle, Wetwang and Cock Hill Lane – they are helping drivers keep their eyes on the road and giving them one less reason to look twice.
The cheeky campaign – yes, it’s the first time we’ve sent so many emails with the subject lines ‘Sluts Hole Lane’ and ‘Sandy Balls’ – has done a sterling job in catching the press’ attention to raise awareness of Asda Money’s new car insurance service, which launches this month in partnership with Allianz.
Coverage has come everywhere from the Independent to The Sun, the Mirror to the Express. There’s also been some great content across social, on Asda’s channels as well as from influencers.
Asda Money has already seen an increase in web traffic and sales leads as a result, as well as a huge increase in engagement on social channels. Now, please drive carefully in Hornyold Road…