CHALLENGE – Young drivers are over represented in all types of road accidents in NZ. Dangerous driving involving alcohol and drugs, speed or distractions are among the major contributing factors to young drivers being involved in road accidents. Auckland Transport asked us to create a campaign to help the young drivers of Auckland to understand the consequences of dangerous driving.
IDEA – As we wanted to actively engage young drivers for this campaign we chose Snapchat, instagram and a social influencer for our main channels of delivery. As some of the fastest-growing social platforms in NZ and extremely popular with younger generations, they fitted the bill perfectly.
Phase one - A Social Influencer is engaged to promote the new yrchoice Instagram account with a teaser message. This is to encourage participation from their extensive targeted database.
Phase two - A marketing campaign is engaged throughout Auckland to broadcast the yrchoice handle. This is to grow the yrchoice database and stimulate audience participation on Snapchat and Instagram.
Phase three - Over a two week period videos are released on yrchoice channels. The participant watches for clues in the videos to find the key message decals. There are three located around Auckland – the quest is on.
The participant goes to the location of wall decal and takes a selfie with the decal, they can either #hashtag on instagram or send a snap on Snapchat to participate.
Participant is in the running to win a prize. The more locations they find and enter the more chances of winning a prize.
RESULT – Snapchat, by its very nature, allowed us to develop an audience of over 5000 followers who were not only viewing the videos but also actively responding to them. Feedback was overwhelmingly positive and there was a real sense of attitudinal change evident through followers’ comments. Auckland Transport now has a 5000 strong audience within the ‘hard to reach’ demographic of youth drivers aged 15 – 24 years old that they can continue to interact with for future campaigns.
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