Advertiser: WRIGHT DRIVING SCHOOL
Agency: ANORAK
Category: Best Use of Games
Creative: Anders Gudmundstuen (Anorak)
Project Manager: Ina Egelandsdal (Anorak)
Graphic Designer: Jon Arne Berg (Jonarneberg.no)
Head Of Marketing: Kenneth Eliassen (Wright Driving School)
Creative: Kasper A. Tuvnes (Anorak)
Creative: Jens Bjørklund (Anorak)
Planner: Torgeir Vierdal (Anorak)
Client Brief Or Objective
Wright Driving School is one of many Norwegian driving schools in a market without any market leader. The market generally consists of small family driven businesses with a local identity. The position as market leader was up for grabs and with 23 schools scattered across the country, Wright was ready to go for it. We wanted to make Wright Driving School the natural choice – within a reasonable budget. It was also a goal to strengthen Wrights position in social media, especially on Facebook. So that Wright would still be relevant the day of deciding driving school arrives.
Implementation
Kids (16-20) spend a lot of purposeless time online searching for easy entertainment + getting your licence is REALLY expensive. That made us wonder how much time they were willing to spend online, to win their licence. We developed an online game where the only goal was to… walk. The one who walked the furthest won the licence. But to prevent kids from placing a stone on the keys and go and play with their yoyo´s, we created some obstacles; exploding bananas. We heightened the experience by adding UFO’s, flying pigs, Batman and Wright billboards containing tips, tricks and jokes.
Relevancy
It is a fact that youngsters choose their driving school based on advise from their friends – or just by going for the nearest one. We wanted Wright to be top of mind by moving the communication from homemade commercials and ads to the kids favorit arena – the Internet.In addition to the game we changed Wrights Facebook profile, from pictures of graduated students and information about new trucks to game related stuff, regular updates, tips, challenges and other relevant information and entertainment.
Outcome
All together 58 133 kids played for 326 160 minutes (227 days). That´s 1/7 of our total target audience. The winner walked for 26h and 19min. To reach top-10 you had to play for at least 18h and 51min, top-100 demanded minimum 5h.Prior to the campaign the most popular driving school on Facebook had just above 300 likes. Wright didn’t just surpass them, they are now ten times bigger and have increased their own fan base by 1000%. The FB-page is no longer a channel just for the driving instructors, but a site where kids participate.