To stop young, immature males from speeding, we truly needed to tap into their world and bring to life how much speeding could really cost them.

So, we developed a driving game which looked just like the ones they love playing but soon made the point that they weren’t going anywhere because they'd been caught speeding and lost their licence.

The game has been a fantastic success - email open rates of 24% and clickthrough’s of 10% - all from cold data. To date, we’ve had at least 6,000 viewings of the game from a universe of 45,000.