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.
