We developed three short “teaser” commercials which aired on FTA TV for the week leading upto the launch. The teasers showed interesting creeper visual effects on regular drivers, followedby an intriguing sign off: “There are creepers amongst us”. We developed a 30sec TVC that defined the driver, the problem and engaged the audience, as well as the people that surround the target audience. We wanted South Australians to take ownership of this term, and to ask their friends or family if they were creepers.Creepers now knew who they are, and understand their behaviourBut we needed to expand the conversation to describe the problem with their creeping, and to do so from various angles, with a sense of the scale and enormity that creeping presents to road users.To do this, we used a multi-channel approach.– 6 short viral clips using real footage launched on YouTube.– Bus shelters in metro and suburban Adelaide.– Full bus backs in metro Adelaide.– Regional outdoor billboards positioned along key arterials in and out of Adelaide.Creeping is habitual behaviour. It’s not planned for. So all media was selected at points whenthe driver would be creeping. This could be creeping through city traffic a few kms over the 50 speed limit – or it could be on a major highway creeping a bit over 100.

Colmar Brunton tracking showed a 92% increase in the proportion of people who defined ‘speeding’ as going in excess of 1km over the legal speed limit, and a 55% decrease in proportion of people who define ‘speeding’ only when they are 5-10km over.And we increased total awareness of the low level speeding campaign from 67% pre campaign, to 91% post campaign. Market research showed a 53% increase in disagreement that low level speeding is unlikely to result in serious injuries. There was an increase of 26% in target audience numbers that admitted to exceeding the legal speed limit since the launch of the campaign. From the Colmar Brunton research, 60% of the surveyed market said that the TVC had directly influenced them not to speed.