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.
So, on behalf of Asda Money, we travelled the country, from Yorkshire through to Birmingham and Worcester, across Minge Lane, Bell End, North Piddle, Wetwang and Cock Hill Lane, to temporarily erect green velvet ‘modesty’ curtains over some of Britain’s most “eye-catching” signposts. Helping drivers keep their eyes on the road and giving them one less reason to look twice.
With fun press shots, a ranking list of Britain’s rudest place names, and some great social content – including a partnership with comedy creator pairing The Funny Mummy and My Kinda Mum, the cheeky campaign was a great way to catch the press’ attention and highlight Asda Money’s new car insurance service, which has launched in partnership with Allianz.
The campaign received more than 140 pieces of coverage in national, local and lifestyle press, from the Independent to The Sun, the Mirror to the Express. 100% of coverage mentioned our research and 99% of titles referenced Asda Money. Meanwhile our social content on Asda’s own channels delivered incredibly strong performance, reaching 720k viewers, generating 41k engagements and a 5.8% engagement rate.
What’s more, the campaign resulted in real business impact, with an 88% increase in WoW total sessions for Asda Car Insurance and a 68% increase in total leads. Keep your eyes on the road!