Road Safety Commission: Time With Mum [image]

Credits & Description:

Client: Road Safety Commission
Agency: 303 Mullenlowe Perth, Australia
Entrant: 303 Mullenlowe Perth, Australia
Idea Creation: 303 Mullenlowe Perth, Australia
Media Placement: 303 Mullenlowe Perth, Australia
Pr: 303 Mullenlowe Perth, Australia
Production: 303 Mullenlowe Perth, Australia
Executive Creative Director: Richard Berney (303 Mullen Lowe)
Junior Copywriter: Tommy Medalia (303 Mullen Lowe)
Digital Art Director: Claeton Metaxas (303 Mullen Lowe)
Agency Producer: Kelly Dobbin (303 Mullen Lowe)
Creative Director: Joe Hawkins (303 Mullen Lowe)
Director: Tony Rogers (Guilty Productions)
Guilty Productions: Jason Byrne (Guilty Productions)
Dop: Shelly Farthing (Guilty Productions)
Editor: James Hawkes (Office Of John Cheese)
Director: Brad Habib (Soundbyte)
Business Director: Todd Baker (303 Mullen Lowe)
Account Manager: Emma Hicks (303 Mullen Lowe)
Strategist: Derry Simpson (303 Mullen Lowe)
Director Of Operations: Chris Adams (Road Safety Commission)
A/Assistant Director Operations: David Slack-Smith (Road Safety Commission)
Campaign Project Officer: Alisia Mumby (Road Safety Commission)
Describe the campaign/entry:
Working with experienced comedy writers, we developed an 11-part digital video series – ‘Time
with Mum’. For three long months (the length of a typical licence suspension) the series followed in real-time as our licence loser ‘Nate’ was stuck in passenger seat hell with his mum at the wheel. From the true horror of listening to his mum’s killer karaoke, to the shame of having her drive last night’s booty call home – we watched every agonizing moment as Nate’s independence, social life and will to live slowly evaporated in front of his eyes.
Creative Execution:
‘Time with Mum’s’ campaign strategy was spearheaded online through the promotion of the 11 series videos on Facebook and YouTube, as well as the almost-daily social posts from ‘Nate’ which documented his life through the suspension period. Additional reach was gained through TV placements targeted at our primary audience as well as their influencer network – particularly Mums.
Tactical outdoor and radio were leveraged to provide timely nudges in the right direction when our audience were most likely to revert to their negative driving behaviours.
Finally we gave mum’s the power to steer the campaign for themselves and scare their offspring straight. Facebook Connect turned their daily posts into personalised news bulletins, from none other than John Burgess (a favourite TV personality of every Aussie Boomer Mum), which gave their own speeding sons a taste of how life in mum’s taxi would be.
1. Affective Impact
The threat of losing their licence is the one consequence likely to influence Segment 9. Our campaign needed to drive this message home and it certainly did.
• It made 54% ‘think about the embarrassment of losing their licence’
• 53% ‘think about how their life will be impacted if they lose their licence’
• 46% ‘made them more concerned about the prospect of losing their licence’
2. Cognitive Processing
• 39% of Segment 9’ers who saw the campaign said that it made them re-think how they would drive on the road
3. Behavioural Response
Ultimately, if we could get people to take notice, re-evaluate their attitude towards the
road rules and commit to behaving differently, then perhaps we could reduce the number
of people speeding.
Speeding infringements issued July –April 2016/17 totaled 504,398. This is a 5.6% decrease compared to the same time the previous year(534,096).
To find a fresh way in we carried out Segment 9 deep dives.
We learnt:
• Their ego underpinned an unwarranted level of confidence
• They’re not influenced by the threat of a crash
• What they do care about is the prospect of losing their licence. Because when you lose that, you lose your freedom, independence… and potentially even more.
• Lose your licence and you risk losing your friends, social standing, job and income. It can stop you in your tracks.
• Suddenly, you’re dependent on friends and family to get around.
Our strategy was to show our Segment 9’ers what life was like without their car - 90 days without
their freedom and reliant on those around them – in particular, their Mum. For the first time, we
wanted to show them a consequence of their behaviour that they could actually relate to.