| Title | Brain on Board |
| Agency |
Acart Communications
|
| Campaign |
Brain on Board
|
| Advertiser |
TIRF and Toyota
|
| Brand |
Traffic Injury Research Foundation, Toyota Foundation and Acart Communications
|
| Posted | March 2013 |
| Business Sector | Road Safety
|
| Tagline | Your brain is your vehicule's most important safety feature |
| Story | Traffic Injury Research Foundation (TIRF) and Toyota Foundation partnered with Acart Communications to start a new kind of conversation about safe driving. Through their research, TIRF had identified an emerging safety issue of drivers becoming overconfident in their vehicles’ advanced safety features. TIRF conducted a public opinion poll of 2,506 Canadians and found a significant number expressed symptoms of “behavioural adaptation” — meaning that they were more willing to engage in dangerous behaviours when they have safety features on their vehicle. As a result, they were driving more aggressively. Toyota Foundation, as part of its Corporate Social Responsibility, required a campaign to promote smarter use of its well-known safety features so that Canadians can take full advantage of them.The campaign was aimed at Canadian drivers with a skew towards mature males. TIRF’s research showed that the majority of Canadian drivers feel that they are much safer than the average driver, but that people didn’t understand the role and limitations of newer safety features. They needed to be engaged in a conversation about using them properly.Through Toyota’s channels, the campaign would be focused on its own customers, but the broader objective was to earn mainstream and social media coverage. Acart developed the branded messaging platform “Brain on Board” to engage viewers with the topic of smarter driving. We provided TIRF with a branded design for the campaign microsite, brainonboard.ca, hosting research-based and reader-friendly content explaining safety features and driver behaviour. To promote the site, Acart created a series of posters that use a combination of rebus and words to spell out a message about safer driving. By engaging the viewer to decode the poster, it literally forces them to think differently. The puzzle is followed by a safety statistic from TIRF and a drive-to-web to the microsite. As an awareness and engagement campaign, Brain on Board was to be judged by web analytics and media pickup. For brainonboard.ca: Total Visitors: 7,171 Average visitors per day (since launch on January 31): 265 Total hits: 168,067 Document downloads: 468 This activity indicates that the campaign has engaged its target audience in more than curiosity; the consistent visitation and significant number of downloads show a social marketing movement starting to gain steam. Earned Media: Audience reach: over 3.2 million Ad value: over $78,000 Coverage: 12 newspaper articles and 12 online articles, including Globe and Mail, National Post, Vancouver Sun, Montreal Gazette, Toronto Sun, Ottawa Citizen. The earned media is a strong indicator of the campaign’s relevance to the national conversation about road safety. The campaign was also featured on Ads of The World, rated the #1 most influential marketing blog by AdWeek, which led to the campaign being featured in several major marketing, safety and automotive blogs worldwide. |
| Philosophy | Acart developed the branded messaging platform “Brain on Board” to engage viewers with the topic of smarter driving. We provided TIRF with a branded design for the campaign microsite, brainonboard.ca, hosting research-based and reader-friendly content explaining safety features and driver behaviour. To promote the site, Acart created a series of posters that use a combination of rebus and words to spell out a message about safer driving. By engaging the viewer to decode the poster, it literally forces them to think differently. The puzzle is followed by a safety statistic from TIRF and a drive-to-web to the microsite. |
| Problem | Traffic Injury Research Foundation (TIRF) and Toyota Foundation partnered with Acart Communications to start a new kind of conversation about safe driving. Through their research, TIRF had identified an emerging safety issue of drivers becoming overconfident in their vehicles’ advanced safety features. TIRF conducted a public opinion poll of 2,506 Canadians and found a significant number expressed symptoms of “behavioural adaptation” — meaning that they were more willing to engage in dangerous behaviours when they have safety features on their vehicle. As a result, they were driving more aggressively. Toyota Foundation, as part of its Corporate Social Responsibility, required a campaign to promote smarter use of its well-known safety features so that Canadians can take full advantage of them. |
| Result | As an awareness and engagement campaign, Brain on Board was to be judged by web analytics and media pickup. For brainonboard.ca: Total Visitors: 7,171 Average visitors per day (since launch on January 31): 265 Total hits: 168,067 Document downloads: 468 This activity indicates that the campaign has engaged its target audience in more than curiosity; the consistent visitation and significant number of downloads show a social marketing movement starting to gain steam. Earned Media: Audience reach: over 3.2 million Ad value: over $78,000 Coverage: 12 newspaper articles and 12 online articles, including Globe and Mail, National Post, Vancouver Sun, Montreal Gazette, Toronto Sun, Ottawa Citizen. The earned media is a strong indicator of the campaign’s relevance to the national conversation about road safety. The campaign was also featured on Ads of The World, rated the #1 most influential marketing blog by AdWeek, which led to the campaign being featured in several major marketing, safety and automotive blogs worldwide. |
| Media Type |
Print
|
| More Information | http://brainonboard.ca |
| Creative Director |
Tom Megginson
|
| Associate Creative Director |
Vernon Lai
|
| Copywriter |
Tom Megginson
|
| Art Director |
Kerry Hodgson
|
| Account Manager |
Amanda Van de Ven
|
| Production Manager |
Lynn Norris
|
