Cannes Lions

MOTORING SERVICES

JWT, Sydney / ROYAL AUTOMOBILE CLUB OF WESTERN AUSTRALIA / 2014

Case Film
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Description

The saturation of branded content in Australia is still relatively low. And when it is created, it’s typically comedy that’ created for a national audience. Rarely is it geo-specific and of an edutainment format. Even rarer still, is branded edutainment that garners the support of mass media outlets.

Execution

Chapter 1: Establish problem/action. 6wks

Launching with a ‘world first road safety innovation’ gave the campaign immediate traction in local press, national network TV, global newswires and tech blogs.

Chapter 2: Prove vulnerability. 4wks

We invited members of the public on road trip with the Attention Powered Car. Personal stories were shared online to different target audiences. Regular updates in current affairs programs were secured with the discovery of key fact; on average, drivers lose attention once every minute.

Chapter 3: Find causes/solutions. 10wks

Experiments were carried out to collect data against different variables. We shared the most alarming of these through social media and press. i.e. Eating is just as distracting as using your mobile phone while driving.

Chapter 4: Here’s what we can do. 8wks

A final push of our key findings were pushed through press, online, blogs and again through current affairs programs.

Outcome

• Websiodes attracted more than 350,000 views

(Context: WA population is only 2 million)

• 55 + million earned media impressions.

• 6 feature news stories on national network TV.

• Inattention awareness & its causes in WA 56%

• Forward thinking brand perception + 36%

• Brand preference + 16%

• NPS + 68%

Similar Campaigns

8 items

Not Hurricane Maria

VMLY&R SAN JUAN, Guaynabo

Not Hurricane Maria

2019, NISSAN

(opens in a new tab)