| Title | Enjoy the Ride |
| Agency |
303 Group
|
| Campaign |
Enjoy the Ride
|
| Advertiser |
WA Office of Road Safety
|
| Brand |
WA Office of Road Safety
|
| Date of First Broadcast/Publication |
2011 / 3
|
| Product |
Speeding
|
| Business Sector | Road Safety
|
| Tagline | Enjoy the Ride |
| Philosophy | This new approach to anti-speeding messaging acknowledges the frantic world we live in and takes a holistic point of view to reducing speed. Culturally the campaign couldn¹t have come at a better time. The "Slow Movement" is gaining traction across the developed world. This TVC is part of a wider program (enjoytheride.wa.gov.au) that suggests that we take a look at not only how fast we drive, but also how fast we live. When we slow them down they both become more rewarding and less stressful. |
| Problem | Our strategic development and research told us;-Speeding is not just a young male/hoon problem, everyone speeds at a small level (82% of WA drivers admit to speeding*).- -Shock, gore and emotional manipulation are becoming increasingly less effective, as audiences become desensitised.- -The way we drive is a symptom of the way we live: Too fast.* *70% of people with hectic lifestyles admit to speeding. Only 40% of people with relaxed lifestyles admit to speeding. -Synovate Research 2010 |
| Result | The campaign launched just a few days ago, and the results are not yet in. We have, however had an explosion of unrequested quantitative feedback via personal emails, and the usual twitter and facebook and blog feeds. Here's a real time link to its twittered response:http://twitter.com/#search?q=http://adsoftheworld.com/media/tv/office_of_road_safety_speeding_enjoy_the_ride/ |
| Media Type |
Television
|
| Market | Australia |
| Soundtrack | Turning Studios |
| Music |
Turning Studios
|
| Sound |
Brad Habib
|
| Editor |
Merlin Eden
|
| Production |
ZZ Productions
|
| Director |
Corrie Jones
|
| Strategic Planner |
Derry Simpson
|
| Account Director |
Donna-Maree Gavin
|
| Advertiser's Supervisor |
Roger Farley
|
| Advertising Manager |
Bart Hodgen
|
| Creative Director |
Lindsay Medalia
|
| Copywriter |
Davood Tabeshfar
|
| Art Director |
richard berney
|