Staveley Head

169 pieces of coverage on nearly every national publication and Staveley Head saw a 147% increase of traffic index in the Taxi market

The Client

Staveley Head is one of the most respected providers of insurance products to businesses and individuals in the UK. Since founding in 1991, they have steadily grown in both size and reputation, expanding their product range from car and home insurance to include motor trade, courier and taxi insurance.

The Challenge

Staveley Head saw a decline in rankings for the term ‘Taxi’ following the Phantom update in February/March 2017. Because of this, Edit were challenged to put together a strategy to improve overall search rankings, specifically focusing on generating engagement and links around their taxi and Uber insurance offering.

The challenge was to create a story that appealed to the media and would produce nationwide press coverage and backlinks, and also attract new and unique visitors to the site. The focus was on generating high-quality (rather than high-quantity) backlinks. A KPI of 15-20 high quality links was set as well as 1500 visits to the asset.

The Strategy

A recent Freedom of Information request submitted by The Metro revealed that seats on seven out of the eleven Tube lines in London are never shampooed. The general cleanliness of our capital is often discussed, because of this, we wanted to see which is the cleanest form of transport – the Tube lines on the Underground, taxis/Uber, or London buses?

The London Metropolitan University supported the study, taking a total of 80 swabs across the capital. The team tested handrails, seats, and walls and took their findings back to the lab to study the results.


The findings

121 different types of bacteria and mould were found upon public transport in London. The Victoria Line was revealed as the dirtiest line of all, containing potentially life-threatening bacteria, such as Klebsiella Pneumoniae and E.coli.

The Metropolitan Line came out as the cleanest line on the Underground, but it was London buses that were found to be the cleanest form of public transport in London.

We presented the findings in a way which shocked and educated readers, the aim was to create something that generated engagement on Staveley Head’s site and drive traffic through interactivity.

To meet these requirements, we created London Under the Microscope: an interactive asset which allows users to virtually explore the Tube lines, taxis, and London buses using UV through the use of a ‘UV’ mode within the asset. This adds a dimension of interactivity as users can find the bacteria, see what levels of bacteria were present, and find out what harm these bacteria could cause if the user were to come into contact with them.