Cutting through in a cluttered market

Challenge operates in a cluttered space among competitors who are constantly making noise. When we started working with in 2013, they asked us to build awareness of their brand by generating coverage that would allow them to remain top-of-mind for the public.



Pieces of coverage




Share of voice


Links back to site to boost SEO


We set up a reactive newsroom to ensure that were taking every opportunity to engage with the media. Whenever a story appeared in the media that was related to their products – from insurance industry shifts and changes to the Highway Code to storm damage and travel chaos – we would respond with expert comments from their product leads.

We worked with journalists to link from publications to key pages on in order to boost their SEO, built up a messaging bank to allow us to release comments ahead of competitors, and engaged with key spokespeople, such as Louise O’Shea, CEO of, for interviews around key topics such as FCA changes. We also helped O’Shea use LinkedIn to develop her digital profile, supporting her with crafting stories around being a female CEO and balancing work with motherhood.

Aside from the reactive newsroom, we also proactively design campaigns around key topics. For example, we submitted a Freedom of Information request to find out how many people in each council were being fined for driving in bus lanes, and used insights from the data to produce eye-catching billboards to warn drivers in the areas that were hit hardest by fines. We also teamed up with the Thames Valley Police on a digital content-driven campaign to tackle middle lane hogging.