Time with Mum
Recidivist high range speeders are predominantly younger males (17-39). This group regularly speed at high ranges. Attitudinally, they endorse speeding, do not see speed as a road safety issue and are not motivated by fear of personal injury. Being socially ostracised and disconnected as a result of losing their licence however is highly motivating.
The Time with Mum (Lose your licence. Lose your life) campaign documents the life of “Nate” who has lost his licence and is forced to rely on his mother to drive him around. The campaign follows Nate over the period he has lost his licence as the stark reality of his new life sets in.
Targeting men aged 18-29, the campaign was mainly driven by Facebook with 12 webisodes rolled out over 12 weeks, documenting his journey:
These webisodes were supported by:
Outdoor billboards/posters at venues, gyms, universities
As part of a segmentation research study, 11% of the population was identified as recidivist high range speeders (Segment 9). Predominantly younger males (17-39), this group regularly speed at high ranges. Attitudinally, they endorse speeding, do not see speed as a road safety issue and are not motivated by fear of personal injury. Being socially ostracised and disconnected as a result of losing their licence however is highly motivating.
Run July – December 2016, the Risk Taker campaign documented the life of “Nate” who has lost his licence and forced to rely on his mother to drive him around. The campaign followed Nate over the period he had lost his licence as the stark reality of his new life set in. These were the results:
Notes for interpreting this research
- The bulk of the media spend was channelled into digital and social media;
- TV spend was only minor and given that TV is the medium that drives awareness, it’s understandable that overall awareness is not high as other TV driven campaigns;
- Seg9 is a market difficult to reach as they aren’t big consumers of traditional media;
- Once we reach them, it’s a difficult task to keep their interest and create messaging that resonates and sticks in their minds.
Given these factors, the below results are impressive.
Summary of results
- 49% overall awareness of Time with mum campaign:
- 39% amongst seg9
- 52% amongst other drivers
- Risk Takers (Seg9) Media awareness by medium:
- Radio 17%
- Digital 21%
- Outdoor 11%
- Other drivers Media awareness by medium:
- TV 32%
- TV 39%
- Radio 18%
- Digital 15%
- Outdoor 6%
- 24% recognised the Lose your licence, lose your life logo (higher amongst males and those aged under 35);
- Online and radio had strong recall amongst Seg9;
- A quarter of Seg9 drivers have seen the ads 1-4 times;
- The campaign had higher personal relevance amongst Seg9 drivers;
- For around half of Seg9, the campaign delivered on having an affective impact on drivers;
- It had high novelty across all drivers – two thirds of Seg9 drivers rated the ads as unique;
- Positively, over a third of Seg9 would be interested in seeing the ad again (37%);
- Net media: $486,262. Cost per Seg9 person reached $0.72.
When you consider that the Seg9 audience is renowned for not listening and not relating to Government messages; the fact that the campaign affectively impacted over 50% of them is an excellent result.
||Makes me think about the embarrassment of losing my licence
||Makes me think about how my life will be impacted if I lose my licence
||Makes me concerned about losing my licence
||It reminds me about things I personally care about
NB: For each of these messages, there was a much higher skew to men 17-24.
Ad key diagnostics
||Told me something new
||Sticks in my mind
||Just like other ads on TV
Key message take out
||There are consequences for losing your licence
||Losing your licence impacts your life
||Losing your licence leads to a loss of freedom/ independence
With 12 webisodes it wasn’t possible to test awareness of all of them. The Singing spot however registered highest recall 28% Seg9 and 31% Other Drivers. In total, there were over 671,000 views of the webisodes. These views were broken down as follows: