230,000 friends asked to do some ‘Time with Mum’ via 303 MullenLowe campaign for RSC
The Road Safety Commission has enjoyed a “phenomenal online response” to their campaign to slow down reckless young drivers in Western Australia.
Three months into ‘Nate Dawg’s’ real-time licence suspension, over 230,000 people have been directly asked by friends and family to watch the weekly episodes.
“Viewers are personally handing our message onto those they care about, and who really need to hear it. This is the best kind of messaging – it’s digital marketing with the power of word of mouth,” said Richard Berney, ECD 303 MullenLowe Perth.
Peter Liddell, Head of Digital at 303 MullenLowe Perth said: “It’s not the big numbers that make this campaign so special. It’s the efficiency of the data targeting and pin-point accuracy of the social sharing that has ensured the campaign has been delivered directly to the offending drivers. Having said that, the creative has consistently outperformed industry benchmarks and our own targets for views to completion, interaction and organic reach.”
Liddell said Nate’s passenger seat hell has been seen by over 1.8 million West Australians in Facebook alone and with TV, radio and media activations partnering the social media approach, the reach is exponentially higher. The most telling statistic however, has been the peer-to-peer influence, with powerful responses and messages coming from the Facebook comments themselves.
Road Safety Commissioner Kim Papalia said the campaign hit home with reckless drivers in WA.
“The online success of the Time with Mum campaign reflects research that found risk-takers were prepared to take risks on the roads but they weren’t prepared to lose their licence,” said Papalia. “The Road Safety Commission is pleased that a different creative approach to changing the behaviour of dangerous drivers in WA has resonated with the target audience.”
Nate and his mother’s weekly cringe-fest culminated in a compilation video, which looks back at the last three months of licence losing perils.
Credits
Client: Road Safety Commission (Western Australia)
Agency: 303 MullenLowe Perth
ECD: Richard Berney
Head of Strategy: Derry Simpson
Creative Team: Tommy Medalia, Joe Hawkins
Head of Digital: Pete Liddell
Digital Team: Amy Doherty, Claeton Metaxas
Business Director: Todd Baker
Business Manager: Emma Bajrovic
RSC A/Assistant Director Operations: David Slack-Smith
RSC Campaign Project Officer: Alisia Mumby
Production: Guilty
Director: Tony Rogers
Producer: Jason Byrne
Production Manager: Alex Sturman
Agency Producer: Kelly Dobbin
