Transport Accident Commission (TAC): The Human Test [video]

Credits & Description:

Client: Transport Accident Commission Victoria Media
Title: Captcha
Product: Transport Accident Commission Victoria
Entrant: Clemenger Bbdo Melbourne, Australia
Idea: Clemenger Bbdo Melbourne, Australia
Media: Dentsu Mitchell South Melbourne, Australia
Contributing: Transport Accident Commission Geelong, Australia
Editor: Dec 12 2015 12:00am
Creative Chairman: James McGrath (Clemenger BBDO Melbourne)
Chief Creative Officer: Ant Keogh (Clemenger BBDO Melbourne)
Print Producer: Nicholas Short (Clemenger BBDO Melbourne)
Director of Design: Jake Turnbull (Clemenger BBDO Melbourne)
Creative Director: Stephen de Wolf (Clemenger BBDO Melbourne)
Senior Planner: Matthew Pearce (Clemenger BBDO Melbourne)
Interactive Creative Director: Ben Keenan (Clemenger BBDO Melbourne)
Interactive Creative Director: Chris Jovanov (Clemenger BBDO Melbourne)
Creative: Tom McQueen (Clemenger BBDO Melbourne)
Creative: George McQueen (Clemenger BBDO Melbourne)
Studio Manager: Simon Merrifield (Clemenger BBDO Melbourne)
Group Account Director: Naomi Gorringe (Clemenger BBDO Melbourne)
Senior Account Manager: Kate Joiner (Clemenger BBDO Melbourne)
Account Manager: Patrick Nally (Clemenger BBDO Melbourne)
Senior Projects Manager, Marketing & Community Relations: Cherie McMahon (Transport Accident Commission Victoria)
Website URL: http://comps.solvemedia.com.s3...
Describe the campaign/entry:
We adapted a native piece of site functionality into an interactive behaviour-change advertisement that turned the act of buying tickets to events into a commitment to being safer on our roads.
Typically, ticketing websites use captcha codes – distorted and crowded text, to prove buyers are in fact human and not computer bots. Bots can’t read text displayed as an image, but people can. So we replaced this obscure text with positive affirmations of safe road behaviour. Affirmations like ‘I won’t drink and drive’ and ‘I won’t text and drive’, which hopeful attendees would need to physically enter for themselves to finalise their ticket purchase. This worked on the notion that once someone writes down a belief and internalises it, they’ll go to greater lengths to ensure they keep it. By reinventing this utility we created a native behaviour-changing ad unit served to anyone planning to attend an event.
Creative Execution:
‘The Human Test’ worked in the same way as you’d expect a captcha to work – it presented itself at the time when you were buying tickets to an event. The difference being, instead of the messaging you were asked to type being obscure text and numbers, it was a clear affirmation that asked you to make a commitment to being safer on the road. This new use of media was integrated on the Ticketmaster Australia site, serving as both captcha and behaviour-change tool to prove you are human.
Over the summer of 2015, ticket buyers to over 171 events did ‘The Human Test’.
‘The Human Test’ worked on the premise that no pledge equalled no ticket. Each affirmation was strategically aligned to a relevant event, giving powerful new meaning to buying tickets and the process of proving you are human online. Now proven, it’s seamlessly integrated into the functionality of Ticketmaster Australia, ready to be deployed on any TAC-sponsored or affiliated event.
With the fractured nature of media and the prevalence of ad blocking, targeting behaviour-change advertising to young adults is getting more and more challenging. To counter this, we created a whole new ad medium out of a native piece of site functionality – captchas on ticket websites – and created an interactive road safety ad that asked you to prove you are human in more ways than one.
Insights, Strategy and the Idea:
In 2015, 35% of people killed on Victorian roads were under 30. Traditional media can only do so much to reach this audience, so the TAC had to create a new way to change their behaviour.
‘The Human Test’ worked on the notion that once someone writes down a belief and internalises it, they’ll go to greater lengths to ensure they keep it. Principals of choice bias and cognitive dissonance back up this claim. By reinventing this utility we created a new behavioural change tool served instantly to anyone planning to attend an event, using a piece of site interaction not typically utilised for advertising.