Spreading the right word for Marmalade

Challenge

Marmalade is a leading provider of cars and insurance for young drivers. Mobas has worked closely with the in-house team to develop strong safety messages, which are communicated through a programme of PR activity that has delivered widespread coverage in national, regional and trade press.

Strategy

As part of the ongoing PR campaign, Mobas secured a much sought after slot on the BBC’s popular TV programme The One Show. Although well-versed in speaking to the press, this was a prime opportunity for CEO Crispin Moger, and Mobas suggested that a media training session might be useful. This was not to train Crispin on how to speak to the press but to provide him with a refresher course and bring new spokespeople from Marmalade up to speed on the all-important key messages and how to get them across in an interview.

Mobas works with a specialist provider of media training, comprising BBC journalists and producers, to provide tailor-made courses for anyone speaking to the press. Mobas worked with the provider to create a day-long session for four Marmalade spokespeople that included a range of theoretical and practical activities including pieces to camera and interviews conducted ‘down the line’. Detailed feedback and group discussions help participants to get the most from any interview opportunity, whether a telephone interview or being filmed for a primetime slot on BBC One.

Results

Whatever the opportunity, Mobas works closely with journalists and producers to develop a good understanding of what’s needed in order to fully brief and support clients and ensure that the opportunity works in their favour. Fully armed with a brief and a member of the Mobas team, Crispin met with presenter Vicki Butler-Henderson for the film shoot in Essex. The resulting film was a huge success for Marmalade and Crispin delivered the safety messages in a clear and succinct way that has helped to increase positive awareness of the brand.

Crispin Moger said: “It was a great opportunity that Mobas arranged for us and a fun experience too. We’re having a real push on getting our safety messages into the public domain and the media training session helped us to think about the best way to do this. I highly recommend this session to anyone, however well versed you are in speaking to the press, as it’s packed full of valuable insights, advice and it’s always good to practice.”

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