Challenge
The brand was not very well known in the market. Also, electric scooters were a divisive topic, but we wanted to use that controversy to present these vehicles in a positive way.
Cachet / Insurance
Background
Cachet is an insurance platform that provides insurance products for cars, bicycles, scooters, and e-scooters. It offers electric vehicle owners various insurance options, including third-party liability (OC), comprehensive coverage (AC), and accident insurance. Cachet reached out to us to help them spread the word about the availability of insurance for electric vehicles, especially e-scooters, in Poland in a time of big legislative changes in this area. E-scooters were becoming increasingly popular on Polish streets, however, many owners were unaware of available insurance options.
What did we do?
We used important legislative changes in the EU to add to the conversation, present our client’s stand, and position the client as an expert on the topic. Potential mandatory OC for e-scooters and the ban on electric scooter rentals in France served as an opportunity to address the important issue of insuring e-scooters and e-scooters safety. We also used various statistics on the environmental impact of electromobility and road safety. We aimed to spread the information as widely as possible, targeting both local and national media.
Key points
Our cooperation with the client included:
- Proposing two topics for PR articles, developing the content from scratch, and proofreading the text.
- Distributing the PR articles to relevant media in Poland and ensuring publication ideally with active links.
- Arranging an interview with Cachet’s General Manager in Mamstartup.pl and Dziennik Ubezpieczeniowy.
- Providing a brief coverage report with stats, insights, and recommendations for further communications activities.
Results
From September to November 2023, we secured over 50 PR publications in Polish media, including top-tier outlets like infor.pl, superbiz.se, zielonagospodarka.pl, mamstartup.pl, and dlahandlu.pl. We also used the Polish Press Agency (PAP) media distribution service in order to spread the news to key media outlets in Poland that source news updates from this agency. The publications appeared in both local and national media, consumer and trade media equally. Many articles included an active link to Cachet’s website, allowing readers to get to know about the brand and check their offering. More than 5 media outlets were interested in running an interview with our client’s representative.