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1. Product of the Year
BriteAngle LED Warning Triangle
TheBriteAngle was born out of a near fatal accident involving MD Stephen Wornham, whom while driving home one evening, narrowly avoided hitting a stranded motorist changing a tyre on a poorly lit road. He has now made it his mission to prevent this, or worse from happening again by providing the tools all motorists need in the event of an unplanned stoppage, breakdown or other roadside occurrence.
Nextbase 622GW 4K Dash Cam
The Nextbase 622GW 4K Dash Cam is the ultimate Dash Cam. It has a host of world’s first features making it the most in demand Dash Cam currently. It’s USP’s are centered around its award-winning image quality, revolutionary safety features and full connectivity. Image Quality –Stunning 4K recording at 30fps to provide cinematic image quality.
Road Angel Pure
The Road Angel Pure has been designed to empower drivers to make informed decisions. New drivers feel especially under pressure when they begin to venture out onto the roads and with UK speeding fines and variable speeding limits on the increase nationwide, they will now never go over speed, never drive down that road thinking what is the speed limit? The Road Angel Pure is the ultimate drivers aid.
2. Influencer of the Year – click to hear their video
Jack Massey Welsh
3. App of the Year
Theory Test 4 in 1
The UK’s No.1 Theory Test app guarantees the pandemic generation of learners a first-time pass, or their whole test fee back! After implementing the Pass Guarantee scheme earlier this year, we’ve had 150,000+ users register and can proudly say that 97% of learners who completed the plan passed their Theory Test. After 23 years’ experience of being the market leader learners can revise with full confidence knowing they have everything they need for the latest Theory Test including the Theory Test, Hazard Perception, Highway Code and Road Signs.
GoRoadie connects learner drivers with driving instructors through a modern, mobile-first platform that works the way the younger generation expects, whilst respecting the instructors business. Rather than browsing multiple driving instructor websites and having to call strangers for quotes, learners can: filter, compare and book local instructors, online. By choosing their instructor, the learner is provided with the independence, confidence and security they are used to from services like Deliveroo.
Marmalade Young Driver app
Marmalade’s cutting-edge app combines smartphone and telematics data to give an accurate view of driving and improve driver safety for customers and driving instructor pupils. Telematics data for our Black Box Insurance customers has shown really encouraging improvement with phone distraction being reduced by 26% from month one to month three of the policy on average. There were also marked improvements for drivers who had been identified as driving at risk on more than one occasion in the first month.
My Theory Test by James May
The app is a fresh approach to the theory test, containing James May’s 40 years of experience, bespoke training plans and science-based learning techniques. We designed the app to include multiple learning styles and bespoke training plans. The extensive use of video content featuring James May throughout allows far greater understanding of the key topics to be studied whilst animations, graphics and illustrations provide a much more engaging learning environment.
Official DVSA Theory Test Kit
The Official DVSA Theory Test Kit app gives learner drivers the best possible chance of passing first time, with the knowledge and understanding to be safe on the road. Originally developed in 2011, it’s been continually developed to meet user needs. We’ve added new video clips alongside the theory test changes, so our content matches the real test experience. Updates also include changes to legislation and best practice. Combining theory test revision, hazard perception and the Highway Code in one resource helps learners to pass the theory test and stay safe on the road.
TomTom GO Navigation
The TomTom GO Navigation is the best of TomTom on your smartphone. With offline maps, updated weekly and enhanced with live traffic and speed camera data. It specifically targets the new driver with a user interface that presents clear guidance for every turn and junction. Its lane guidance takes the guesswork out of driving and puts the driver feeling back in control. It makes a high end sat nav available as a smartphone experience for a much smaller price tag. The app also never monetises user data and is an ad-free solution.
A learner app to inform and support new drivers through the process of learning to drive. A digital record of lessons, payments, progress, guides and much more. New drivers can access all information within one click, enabling content to be accessed easily. The user-interface prioritises important content over other information, emphasising key areas. Previously all content had an equal share of the screen however based on statistical user data and screen sizes, it was apparent that lessons and payments are viewed the most and should take precedence.
Vehicle Smart is the perfect app for new drivers looking to purchase their first vehicle or for new drivers who own a vehicle, it will help with maintenance and staying road legal. Vehicle Smart provides provenance data for all UK vehicles which enables new drivers to research and purchase their first vehicle. From VED tax costs, MPG figures, insurance quotes, performance and safety data through to discovering if a vehicle has been stolen, written off or scrapped, Vehicle Smart will ensure new drivers are able to make an informed decision when purchasing their first vehicle.
4. Marketing Campaign of the Year
Inspired by the Government’s Help to Buy scheme, our unique Help2Lease service allows 18-24-year olds to get on the ‘leasing ladder’ without breaking the bank. The benefits specifically designed to suit young driver needs and budgets, include lease deals from under £200 per month, our lowest initial rental and £200 cashback to help with their first payment. We created a new Young Drivers hub, plus added web content explaining the offering aimed at the 18-24 age group, plus we created content across different channels – quizzes, social media competitions and list-style blog posts. Lease sales for 18-24-year olds increased by 73%, and finance applications were +26% year on year.
RED Driving School’s Priority Pass Voucher Programme
RED’s marketing team anticipated that the Covid lockdown would create a pent-up demand for driving lessons prompting the creation of RED’s Priority Pass Voucher scheme which gave the buyer a guarantee that they would be at the “front of the queue” when driving lessons resumed. RED fulfilled their commitment to contact all Priority Pass Voucher buyers ahead of the re-start on 6th July 2020 and were allocated a RED Driving Instructor. The campaign was hugely successful and generated more than £200,000 in sales and kick-started an unprecedented surge in demand for RED driving lessons.
TSO & Influential – Influencer Marketing Campaign
TSO and Fluential worked together on an effective Influencer Marketing Campaign to promote the Official DVSA Theory Test Kit app. The identified target market was younger drivers preparing for their theory test, aged between 17-24. With an estimated 6.3m 17-24-year olds using Instagram, this was the key channel. The campaign involved using six Instagram influencers to help get the message across and improve road safety amongst young learner drivers. The campaign was hugely successful with 468k page impressions, 5,700 click-throughs to the app store and +20% sales of the app.
BOTB vouchers can only be used by people 17 years old or older.
More info on how the FirstCar Awards are judged can be found here.
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