THEATRE AD by Clemenger BBDO Wellington for New Zealand Transport Agency (NZTA)

THEATRE AD

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Industry Government & Other Authorities, Traffic safety
Media Promo & PR
Market New Zealand
Agency Clemenger BBDO Wellington
Executive Creative Director Philip 'duster' Andrew
Creative Director Paul Nagy
Art Director Ronojoy Ghosh
Copywriter Dan Moth
Producer Antonia Bale
Released August 2010

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: NEW ZEALAND TRANSPORT AGENCY
Product/Service: ROAD SAFETY
Agency: CLEMENGER BBDO
Date of First Appearance: Aug 14 2010
Entrant Company: CLEMENGER BBDO, Wellington, NEW ZEALAND
Executive Creative Director: Philip Andrew (Clemenger BBDO)
Creative Director: Paul Nagy (Clemenger BBDO)
Copywriter: Dan Moth (Clemenger BBDO)
Art Director: Ronojoy Ghosh (Clemenger BBDO)
Account Director: Linda Major (Clemenger BBDO)
Producer: Antonia Bale
Theatre Director: Tim Spite (SEEyD)
Theatre Company: (SEEyD)
Media placement: Theatre Ad - Downstage Theatre, Wellington - 14 August 2010
Describe the objective of the promotion.
Create a way to make drivers appreciate the dangers of fatigue, more deeply than any medium before. Drivers currently don’t think they’re at risk, so our task was to change this misconception. To do this, we created a completely new experience that took them by surprise – exactly the same way that fatigue does behind the wheel.
Describe how the promotion developed from concept to implementation.
We needed to make drivers realise that fatigue strikes when you least expect. So we took the same approach, and placed our message where they would least be expecting it: a theatre. We then worked with a theatre production company to create the first Theatre Ad, which was acted out before the audience. To supplement our small budget, our Theatre Ad would have to generate enough PR to reach all drivers.
Explain why the method of promotion was most relevant to the product or service.
Fatigue is a problem that can affect any driver. It is also a problem that strikes at any time, without warning. Our Theatre Ad was the perfect solution to tackle this issue because it reached a broad cross section of drivers and caught them by surprise, conveying the actual feeling of fatigue. This new advertising experience also attracted attention outside the theatre, meeting our goal of national awareness.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Our Theatre Ad brought the sudden shock of fatigue to over 6,000 drivers, more successfully than any medium before. The extra PR this stunt generated was valued at 6 times our budget, which thrust the issue of fatigue into drivers’ awareness. For the first time, we succeeded in getting national recognition for an issue that drivers had previously not accepted personal responsibility for.