Overview

In 2015/16, ‘anti-speeding education’ focused on: speed increases crashes and if you speed you will be caught. It targeted the key motivations of speeding:

• making up time;
• boredom (long trips).

Advertising

• Fast vs Slow, is a 30sec cut down of the original Enjoy the Ride campaign released in 2011.
• Transcripts of 2 TVCS: Post-it Notes and Fast vs Slow
• Radio – enjoy the ride (MP3, 1.14 MB)
• Outdoor billboard – Post-it Notes (PDF, 482 KB)
• Bus-back signage – Post-it Notes (PDF, 248 KB)

Evaluation

Summary of results

Overall awareness:

• 85% overall awareness (combined)
• 77% awareness of Post-it Notes campaign
• 72% awareness of Fast vs Slow campaign

Men aged 17-39 awareness:

• 86% overall awareness (combined)
• 81% awareness of Post-it Notes campaign
• 66% awareness of Fast vs Slow campaign

Post-it Notes campaign:

• While TV remain the most recognised mediums; since the mid-campaign dip-stick there has been increased recognition of out-of-home and online media .
• This campaign is clearly well-understood, with all of the most frequently-recalled messages from the ads consistent with the communication goals of the campaign.
• Understanding of this campaign is very good, with all of the most frequently recalled messages consistent with the campaign's intended communications.
• This campaign shows some signs of wear out, with the proportion of those ‘fed up’ with seeing the ads relatively high compared to previous campaigns.
• Wear out is slightly higher with the target audience and they also find the ads less memorable.
• Nearly 1 in 2 respondents claim to be less likely to speed after being exposed to this campaign.

Fast vs Slow campaign:

• Recognition of the Fast vs Slow campaign has fallen back very slightly compared to the dip evaluation, driven by a slight drop in TV awareness … recognition of the online advertising has actually improved significantly since the dip evaluation, but is obviously adding very little additional awareness to the overall campaign, over and above TV.
• 73% overall awareness (combined).
• 82% awareness - men aged 17-39 (target group).
• Compared to 2015’s You Deserve It and Just Over, Grow Up shows higher ratings of attention, originality, memorability, uniqueness.
• Understanding was very good. Message takeout was consistent with the intended communications of both campaigns.