Making Bad Parking Brilliant for SEO with B Plates for Scrap Car Comparison

Turning everyday parking fails into a national talking point

We teamed up with Scrap Car Comparison to create a relatable, humour-driven campaign that highlighted bad parking habits - while subtly tying them back to the real cost of poor driving: scrapped cars. By launching the fictional 'B Plate' (for bad parkers), we tapped into a widely shared frustration, gained national press coverage, and drove real SEO and brand awareness results on a minimal budget.

What we did

Data Storytelling

Digital PR

Creative Campaign

The results

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links secured

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social engagements

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increase in clicks

The challenge

After four years of consistent digital PR activity, Scrap Car Comparison needed a fresh angle to maintain link velocity, earn new linking domains, and engage a wide UK audience. With a modest production budget, the challenge was to cut through in a saturated media space and make scrap cars relevant (and shareable) again. We needed to ensure the campaign aligned with SCC’s long-term SEO goals without fatiguing journalists who were already familiar with the brand. Standing out creatively while keeping the message rooted in genuine driver behaviour was essential to striking the right balance between humour and relevance.

Our approach

Inspired by the familiar L plates (for learners) and P plates (for newly passed drivers), the B plate is designed to help defuse frustration and create a sense of community among struggling parkers and patient onlookers alike. To bring the concept to life, we produced regulation-sized B Plate stickers and staged a photoshoot using our colleagues’ cars, demonstrating real-life scenarios of questionable parking that many will relate to.

With parking complaints and debates so prevalent online and in everyday conversations, we wanted to back up our creative execution with solid data through our accompanying survey of 1,391 UK drivers. By collecting insights on hardest parking manoeuvres, worst parking regions and parking anxiety, we framed the B Plate as a light-hearted yet practical way to ease parking anxiety and spark conversation.

The impact

We transformed a common driver gripe into a standout campaign. Not only did we generate SEO-boosting coverage and new domain links, but the B Plate earned national conversation, high-value media placements, and thousands of organic social interactions – demonstrating how with the right idea, a little goes a long way.

“The team's ability to take the topic of scrapping cars and make it relatable, entertaining, and widely covered in the media is truly impressive.”

Myles Tippett, Head of Digital Marketing at Scrap Car Comparison