Making windscreens seriously fun!Love Glass is an integrated, cross-channel, digital PR campaign. It has the many facets of glass - safety, innovation and technology - at its core.Autoglass® wanted to become a key resource for UK motorists, researching the issues that mattered most to them. Our team used the Freedom of Information Act to reveal hidden stories, hijacked the media agenda to provide comment on issues as they happened, and then used digital and social media to engage the public consistently.Autoglass® became an authoritative voice on safety by tackling topics such as car crime, drink driving, road maintenance, boy racers and more. We created light-hearted consumer stories around the school run and relationships, scoring over 800 pieces of coverage.2 smash viral videos were produced: an April Fools stunt featuring self-repairing glass (28,000+ views); and a futuristic video exploring potential advancements in windscreen technology (175,000+ views).Further guerrilla events generated coverage with a giant piece of pothole-inspired 3D art in Trafalgar Square. The audience could connect with the brand in person, as well as on social media, and the stunt caught people’s imagination achieving national coverage and taking road maintenance issues mainstream.We used engagement tactics to create and grow an energetic online community. Stories that had broken in the media were reflected through tabs and apps with over 50,000 active users.Love Glass has put Autoglass® on a par with the AA and RAC when discussing road safety.

• Day-to-day press office. (Rapid response, FOI requests, executive profiling, speaker opps, etc.);• Making glass desirable to the media:Autoglass® get regular enquiries regarding cracked mobile-phone screens. An April Fools’ Day viral announcing Autoglass® inventing self-repairing glass was produced. Partnered with online gadget magazine, Pocket-Lint to launch.• Through the looking glass into the future:Showcasing innovation with a concept video displaying how windscreens could look in the future with GPS, visual sensors and augmented reality;• Potholes for pedestrians:To highlight dangers around poor road maintenance, Autoglass® commissioned a piece of pothole-inspired 3D art. Placed in Trafalgar Square, passers-by could take photographs, discuss driving concerns, check-in on Foursquare and tweet using #GiantPothole;• A playful side finds fans:Day-to-day engagement on Facebook drove the growth of a community through tabs and games. This extended stories that had featured in the media, like the ‘Avoid the Pothole' game.

• Now on a platform with the AA and RAC;• Featured in trade outlets such as RAC, Top Gear, AutoExpress;• 27% coverage increase;• 34% of coverage appeared in targeted tier-one titles, including The Daily Telegraph, The Sun, The Daily Mail, The Independent;• Target 500 pieces: Achieved 800+ with 1.5bn OTS in total;• Managing Director extensively profiled as an advisor;• Keywords include road maintenance, fuel costs, learner drivers and driving standards;• News and marketing titles covered the pothole stunt, including The London Evening Standard, The Daily Telegraph and The Drum;• Videos had a target of 16,000 views and achieved over 200,000 (and rising);• Pocket-Lint article read 6,500 times, and shared 200+ times;• 2020 Vision video covered by BBC TV’s flagship technology show, Click;• Online community targeted to increase to 20,000, but achieved 50,000;• Global profile was raised with videos reaching the US, Sweden, India, Greece and more.