The brief

Road Angel is the UK’s largest independent manufacturer of dashcams and speed camera detectors — a technology brand operating in a competitive market where differentiation through product alone is increasingly difficult. When they approached Motive, the brief was clear but ambitious: use PR to reposition Road Angel in the eyes of the media and establish the brand as a leading authority on road safety technology and innovation.

The insight behind this brief was a sound one. Road Angel’s products exist at the intersection of technology and road safety — a category with genuine public interest, a strong news agenda, and a media landscape hungry for credible expert commentary. If Road Angel could own that expert position, the brand would earn coverage year-round regardless of whether there was product news to announce.

The approach

We built the campaign around a simple but powerful idea: put Road Angel at the heart of the national road safety conversation. Not just as a product brand that makes dashcams, but as the company whose founder, Gary Digva, understands UK road safety as well as anyone in the country — and who has something to say about it.

The mechanics of the campaign combined two complementary tactics. First, a sustained programme of data-led stories using freedom of information requests and government road safety data to generate original news angles — the kind of research-driven journalism that national journalists value because it gives them an exclusive story with real substance behind it. Speed camera locations, accident hotspots, road safety legislation changes, the impact of dashcam evidence in insurance claims — all angles that positioned Road Angel as a brand that leads the road safety conversation rather than simply participating in it.

Second, a reactive media strategy that kept Gary Digva available and briefed to comment quickly on developing road safety stories. When a major road safety story broke — new legislation, a high-profile accident, a police initiative — Gary was available, credible and articulate. Over time, journalists stopped waiting for stories to break and started calling Gary proactively when they needed a road safety comment. That transition — from reactive to proactive — is the hallmark of successful expert positioning.

The result

1,343 items of media coverage during the campaign, sustained consistently through an ongoing programme of data-led stories and reactive expert commentary. Road Angel became synonymous in the national press with road safety expertise — not just dashcam technology.

The most telling measure of success isn’t a coverage number. It’s the fact that Gary Digva is now regularly asked to share his insights and expertise with decision-makers including police forces and politicians. A founder of a dashcam manufacturing company, consulted by policymakers on road safety. That transformation — from product brand to trusted authority — is what great PR achieves when it’s built around a clear positioning strategy and executed with consistency over time.