Vicroads Direct ROAD MODE GPY&R Melbourne

ROAD MODE

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Sector Traffic safety (en)
Media Direct
Mercado Australia
Agencia GPY&R Melbourne
Executive Creative Director Ben Coulson
Publicado mayo 2013

Creditos y descripciones

Advertiser: VICROADS
Agency: GEORGE PATTERSON Y&R
Category: Mobile Marketing
Advertising campaign: ROAD MODE
Technical Director: Brendan Mcmahon (Gpy/R Melbourne)
Account Executive: Chris Bush (Gpy/R Melbourne)
Senior Art Director: Ant Simmons (Gpy/R Melbourne)
Mobile Application Developer: Billy Chang (Gpy/R Melbourne)
Director Of Digital: Matt Farrugia (Gpy/R Melbourne)
Executive Creative Director: Ben Coulson (Gpy/R Melbourne)
Digital Designer: Kota Matsuda (Gpy/R Melbourne)
Senior Writer: Alex Wadelton (Gpy/R Melbourne)
Y&R Group Managing Director: Steve Doherty (GPY&R Melbourne)
Digital Producer: Tim Lelek (Gpy/R Melbourne)

Outcome
After 6 weeks, as at 16 April, 2013, Road Mode has been used almost 6,000 times (5,845 to be exact) for an average of 26 minutes and 3 seconds on each occasion. That's a total of 2,550 hours of Road Mode being activated and sending peer-to-peer road safety messages across Victoria.Currently, it is rated at an average score of 4.30 out of 5 on the GooglePlay store. At the time of writing, 16 April 2013, the road toll in Victoria is down 14.3% year on year.

Execution
Driving whilst being distracted by a mobile phone is one of the biggest growing problems in society, particularly in younger drivers. And this part of society is resistant to governmental messaging- their peers are the people they listen to. So, rather than another governmental message, we took the opposite tactic- generating peer-to-peer direct messaging where the road safety message was generated by friends.Because each message sent by Road Mode has a link to download the app, each message becomes a direct communication to get the Road Mode.

Implementation
At the end of each automated text message that Road Mode sends out from your phone, is a link that encourages the receiver to also download Road Mode. It’s a self-perpetuating idea that spreads the word every time you drive with Road Mode turned on. So, each time you switch on Road Mode, anyone who contacts you is encouraged to also use Road Mode- exponentially increasing the reach of the campaign. All with no advertising. And, best of all, the message becomes a peer-to-peer recommendation, rather than a message from the government.

Client Brief Or Objective
In 2011, 25% of all driving accidents in Australia were affected by mobile phone use. The brief from Vic Roads was to reduce the incidence of phone related driving accidents, without the use of advertising. The idea was to create Road Mode- a new function that deactivates all incoming calls and SMS messages on your phone whilst activated. Ingeniously, when people call or text you, they also receive an automated text message from your phone that educates them of the dangers of driving while on the phone. In this way, each Road Mode message becomes an ad for road safety.