TAKE THE TRIP
Young people think they’re invincible. They think that nothing will ever happen to them.
According the Victoria’s State Transport Accident Commission, they are highly over-represented in their overall road safety statistics; with 18-24 year olds accounting for 22% of ALL driver-deaths on the states roads.
The goal of Roadtrip Forever was to cut through this audience’s familiarity with traditional marketing campaigns and deliver a road safety message that was powerful enough to create behavioural change.
This was achieved by:
- Creating highly relatable, personal and impactful content.
- Applying the understanding that the target are more receptive to advertising messages that come from people, not brands and building the distribution strategy accordingly.
Rationale & Achievements
Radio creates and involves the audience in content that evokes an emotional connection. It’s a powerful relationship and one that has evolved to include multiple media platforms to take them beyond the on-air experience.
With the intended audience being increasingly harder to reach via traditional means, SCA used their skill in content creation to design and execute a campaign that would harness the power of mass media. The narrative of the films produced was relatable and real, but the inclusion of relevant and contextual Facebook integration elements elevated the connection level to new heights.
The campaign was launched via non-traditional means, with a focus on discovery and word of mouth distribution. Radio together with digital media was then used to create mass awareness, without revealing the campaign message or diluting its impact. It worked.
In an Australian first, the development and application of the Facebook integration enabled the viewer’s personal Facebook data to feature in a film custom made for their demographic, which combined with the POV shooting style created a highly personalised experience that packed a serious emotional punch. The strength of the content and the combined media approach saw audience interest captured with over 74,000 site visits in the first month. Plus the level of engagement was remarkable, with an average site duration of 4 minutes.
The key objective was the target audiences’ emotional connection with the campaign, and the resulting impact it had on their driving behaviour. It is their sentiments that tell the most compelling story:“The Roadtrip Forever experience had a huge impact on me because it’s personal and depicts a real life situation involving YOU….” Sally, 26
“The personal aspect in my opinion will actually make people think twice about trying to be a hero in the car – nobody wants to be responsible for killing their mate” Lachy, 21
“I think this video is the only thing that’s actually made me think about the impact of dangerous driving”. Tyson, 23.