one big day goes online_
The Motability Scheme has delivered Scheme showcase events for disabled motorists across the country for over a decade. When the global pandemic hit, the business had to make the difficult decision to cancel all of the physical events in the summer 2020 programme with the concern for vulnerable visitors at the forefront of that process. Siren proactively pitched that the business host a version of the event on it’s Facebook Page, managed by Siren for people to enjoy within the comfort of their own homes.
In collaboration with the client, we developed the structure of the One Big Day online content pulling from 12 years of event collateral, customer engagement on the account, and the creation of fresh new content. We announced the event via disability titles and the Scheme’s customer newsletter and website, as well as numerous social media posts that we boosted by interest.
A full day’s worth of content posts was created for the day including virtual showrooms from manufacturers, electric vehicle videos, video Q&As edited from previous events, as well as live Q&As with the Scheme’s experts on a range of hot topics. The event ran from 9am-4pm, and was broken up into themed sections to cover topics including an introduction to the Scheme, vehicles, WAVs and adaptations, and partners who help provide the worry-free motoring package.
An all-hands-on-deck day, the Siren team worked with the client team – all connected via Zoom – to ensure the content went live seamlessly and event attendees were engaged with and responded to in real-time.
Through this event, created and managed by Siren Comms, the posts reached a total of 48,240 people, which is greater than the attendance in a usual year of physical events. The posts had a total engagement of 6,618. The Motability Operations website had an increase of 19% in its daily traffic from Facebook. This increase in visitors also skewed the site traffic demographic to a significantly younger age group – the biggest age group visiting the site is usually 65+, this demographic was pushed to the second bottom and the 25-34 year-olds took the top spot for the day. Thanks to the success of this event in reach and engagement, the business will now look into ways to repeat and build upon next year.