Media > Use of Media
RUOK2DRIV?
CLEMENGER BBDO, Wellington / LAND TRANSPORT SAFETY AUTHORITY / 2003
Awards:
Overview
Credits
OVERVIEW
Audience
The Land Transport Safety Authority has one simple goal - to stop deaths and injuries on New Zealand roads. Youth drink-driving accounts for a significant amount of these deaths/injuries. Our objective was to permeate the minds of young drink-drivers and effectively ‘head them off at the pass’.
By using a personal media channel, their mobile phones, we aimed to reach them where they drink and ask them to consider their behaviour before they got behind the wheel of a dangerous weapon. Our goal was to create a targeted message that reached them at a relevant place and time.
Execution
The RUOK2DRIV? idea was entirely created and managed by the media team. The team came up with the RUOK2DRIV? message and the idea was then presented as an unexpected initiative to the client, creating an original communication tool for a campaign that typically uses TV and Radio.
This ambient idea literally put our drink-driving message into the target audiences’ hands.The media team then had to convince and negotiate with Vodafone to change the location names of their cellsites at targeted drinking areas around New Zealand, at the specific times prior to when drink-driving crashes occur.
Idea
This idea aimed to reach youth drink-drivers while they drank and before they considered driving. We changed the address sites on all Vodafone mobiles that moved into drinking areas. So instead of the phone’s location i.e. HIGH STREET, it carried a message, RUOK2DRIV?We achieved relevant timing, only reaching youngsters before high-risk crash times. We achieved relevant place, only drinking areas, and we talked to them using a very personal channel – their mobile.We believe this idea is a world-first for social marketing.Plus the price was right, it was free!A unique, targeted, relevant, award-worthy idea.
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