Case Study: turning data into pr With the clumsy city awards

Asurion discovered that some cities are clumsier than others, and that each city has its own unique causes. Our team sent this data to reporters, helping keep the public’s tech safe, and raising awareness of Asurion’s protection plans.

The Award Graphic & Campaign Idea

Clumsy typically has a negative association, but that’s not Asurion’s vibe. So I came up with the idea for the Clumsy City Awards, poking fun at the top 10 cities to break their tech or visit the ER the most. We didn’t forget about the most graceful cities, either.

The PR kit for reporters included…

• Infographic with all the info reporters needed at a glance

• Award graphic saying, “America’s Clumsiest City” and customized to each top-ranking city

• Handwritten note from a member of our team

• Framed acrylic Clumsy City award: a special souvenir for reporters just in the number one city

• QR code linking out to our press release, award graphic (custom to each city) plus photos for reporters.

Isolated graphics

The stats pulled from the infographic. I wanted these to simultaneously grab attention and be easy to digest.

Social posts

When writing and designing the isolated graphics, we ensured the social and web teams could seamlessly use our assets to create fun content.