Kelly Dobbin
Agency Producer at 303 MullenLowe
Perth, Australia
TitleTime With Mum (Film Case)
Campaign Time With Mum
Advertiser Road Safety Commission of Western Australia
Brand Road Safety Commission
Date of First Broadcast/Publication
Business Sector Public Safety, Health & Hygiene
Story Working with experienced comedy writers, we developed an 11-part digital video series – ‘Time with Mum’. For three long months (the length of a typical licence suspension) the series followed in real-time as our licence loser ‘Nate’ was stuck in passenger seat hell with his mum at the wheel. From the true horror of listening to his mum’s killer karaoke, to the shame of having her drive last night’s booty call home – we watched every agonizing moment as Nate’s independence, social life and will to live slowly evaporated in front of his eyes.
Philosophy ‘Time with Mum’s’ campaign strategy was spearheaded online through the promotion of the 11 series videos on Facebook and YouTube, as well as the almost-daily social posts from ‘Nate’ which documented his life through the suspension period. Additional reach was gained through TV placements targeted at our primary audience as well as their influencer network – particularly Mums. Tactical outdoor and radio were leveraged to provide timely nudges in the right direction when our audience were most likely to revert to their negative driving behaviours. Finally we gave mum’s the power to steer the campaign for themselves and scare their offspring straight. Facebook Connect turned their daily posts into personalised news bulletins, from none other than John Burgess (a favourite TV personality of every Aussie Boomer Mum), which gave their own speeding sons a taste of how life in mum’s taxi would be.
Result Affective Impact The threat of losing their licence is the one consequence likely to influence Segment 9. Our campaign needed to drive this message home and it certainly did. • It made 54% ‘think about the embarrassment of losing their licence’ • 53% ‘think about how their life will be impacted if they lose their licence’ • 46% ‘made them more concerned about the prospect of losing their licence’ 2. Cognitive Processing • 39% of Segment 9’ers who saw the campaign said that it made them re-think how they would drive on the road 3. Behavioural Response Ultimately, if we could get people to take notice, re-evaluate their attitude towards the road rules and commit to behaving differently, then perhaps we could reduce the number of people speeding. Speeding infringements issued July –April 2016/17 totaled 504,398. This is a 5.6% decrease compared to the same time the previous year(534,096)
Media Type Television
Executive Creative Director
Digital Art Director
Agency Producer
Creative Director
Production Company Guilty Productions
Director of Photography (DOP)
Director Brad Habib - Soundbyte Studios
Business Director
Account Manager
Director of Operations
Assistant Director Operations
Lead Project Manager

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