The record breaking 2011 Mystery Tipper
by Katy Whittaker
The Swinton Mystery Tipper campaign began in March 2008 with the objective of generating insurance leads for Swinton Taxi Division. Not only did it smash this objective out of the park, but it also won several marketing awards including a DMA Gold in the Financial Services category. So when we were tasked earlier this year with improving upon it we were a little apprehensive, but netherless we accepted the challenge withgusto and started to devise a bigger and better Mystery Tipper campaign…. but would the awards follow!?
A brief overview
For those of you who are not familiar. The Mystery Tipper is a mysterious blonde decked out in a mac and trilby who travels across towns and cities in the UK, handing a £1,000 tip to a cabbie who has a ‘Mystery Tipper’ sticker in their cab. Cabbies get a sticker after requesting a taxi insurance quote from Swinton Taxi Division. Easy, effective and successful, The Mystery Tipper’s appeal is its simplicity. that and the lure of a big tip.
When it comes to Eye Tracking, there isn’t much that we don’t know. Which is why Marketing Week approached Red C’s Client Services Director, Rosemary Walton, to help out on an article about this fascinating subject. here’s what Rosemary had to say on the subject:
Those lovely people at Marketing Week have run a feature about the IDM Business Performance Awards 2009.. and as Red C picked up Bronze in The Diamond Award… our award-winning work for the Mystery Tipper gets a lovely feature.
