PARKING TICKET by SALT CREATIVES for SINGAPORE ROAD SAFETY COUNCIL & SINGAPORE TRAFFIC POLICE

PARKING TICKET

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Industry Traffic safety, Against alcohol
Media Direct marketing
Market Singapore
Agency SALT CREATIVES
Released December 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: SINGAPORE ROAD SAFETY COUNCIL & SINGAPORE TRAFFIC POLICE
Product/Service: ANTI-DRINK DRIVING
Agency: SALT CREATIVES
Date of First Appearance: Dec 15 2010
Entrant Company: SALT CREATIVES, Singapore, SINGAPORE
Graphic Designer: Howie Wong (Salt Creatives)
Senior Copywriter: Nicholas Tang (Salt Creatives)
Managing Partner: Low Cheh Chuan (Salt Creatives)
Media placement: Outdoor - On Cars Parked Around Pubs And Clubs - Around Pubs In Clarke/Boat Quay Areas - Dec 2010

Describe the brief/objective of the direct campaign.
Target Audience - Motorists, motorcyclist, Tertiary students.
Strategy - The target audience supplied during the brief was too general. For don’t drink & drive public awareness messages to be effective, we need to zero-in to be location-specific and time-specific. We want to engage them when they are out for drinks and also at the point in time when our messages are most relevant and incisive in changing their behaviours.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created slips that looked exactly like an actual parking ticket in terms of size, format, style etc. A parking ticket placed on a car always gets the attention of the driver in Singapore as the fine can be very hefty.

The effective rate is almost 100% as the public will definitely want to know what they have been fined for. On closer reading, they will find the 'Don't Drink & Drive' message as well as contact numbers of Valet service to send them home if they have already consumed alcohol.

Explain why the creative execution was relevant to the product or service.
The strength of this idea is in the time & place of engagement. Most of the target audience get the message when they see public awareness ads on drink driving but they allow them to slip to the back of their mind or they minimize the possibilities of them being a drink driver.

As such, we want to first shock them with a parking ticket and then drive home the message. Our hope is that drink drivers would heed the advise and take valet services while other drivers remember the message vividly. In this way, not only will the message be more vivid, behaviours might also be altered after they try the Valet services.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Can't really give a specific response rate as the actual deployment was executed by Singapore Road Safety Council and Singapore Traffic Police.

However, our innovative approach was reported in the media and we had very positive feedback from the clients.