Objective: Launch the UK’s first 100% carbon-neutral
car insurance brand to a predominantly female, ABC1
audience, generating coverage in national, women’s
lifestyle and online media.
Activity: Threepipe
secured model Laura Bailey to launch the Ibuyeco brand,
due to her well-established green credentials, appeal
to the target audience and value to high-end women’s
media.
Ibuyeco was launched with a Laura Bailey photo-call
at a school in Chelsea, highlighting the amount of
carbon emitted during the average school run. Threepipe
then managed a series of one-one media interviews
with Laura to support the launch.
Results: •
48 pieces of launch coverage including the Observer
Magazine, Guardian
G2, thelondonpaper, Financial Times and Tiscali. •
A ten-fold increase in sales following the launch
period.
