The strategy
We were keen to develop a content idea that was broad-ranging in terms of appeal, and still relevant to the gap insurance sector and would help us to achieve our aim of gaining high-authority press and media links.
We decided that the upcoming launch of the latest Fast & Furious film presented a good opportunity to do just that, given the box office success of the previous installments, the franchise’s popularity and fan-following and the potential to create a data-driven content piece.