Our campaign runs as a real-time licence suspension period for ‘Nate Dawwg’, who is ferried around by his own mother for the full 3 months.

For 12 long weeks we posted, filmed, and tuned into passenger-seat hell with our licence loser, Nate. We watch as his independence, social life and even front seat status slowly evaporate after losing his license.

Our passenger in pain, Nate ‘Dawwwg’ shared every hellish moment with our target audience throughout the 12-week suspension period.

Our car-cam captured 12 webisodes of Nate suffering with his mother at the wheel. These were released every week through his Facebook page which amassed 376,890 people tagging their friends in.

Nate himself posted over 40 personal woes live from the passenger seat to Instagram & Facebook.

Targeted traditional media also reached out to the troubled segment, with 5 TVCs, a cinema spot, and 3 radio ads.

As influencers, mothers of the troubled segment were offered a Facebook Connect app, illustrating Nate’s consequence to their own adult children.

A celebrity comedian and his own mother recreated their own ‘Time with Mum’ film, and posted via a popular radio partnership.

The campaign's popularity garnered 376, 890 peer-to-hoon tags. This unpaid naming and shaming got over 1 million (organic views) influencers into the conversation of reckless driving consequences.

After this campaign ran, 40% of the target segment 'reconsidered their driving behaviour'. (KANTAR research).

Post campaign results showed that around 9 in 10 of these drivers now believed:

- There are consequences for losing your license (86%)

- Losing your license impacts your life (87%)

- Losing your license leads to a loss of freedom/independence (87%)