Crash performance for Office of Road Safety

It’s important to know how well your car might perform in a serious crash. This spot for The Office of Road Safety from Marketforce encourages buyers to seriously consider safety, by looking for the ANCAP rating tags when purchasing their next new car.

View the spot.

This is the second phase of the Safer Vehicles campaign.

The campaign began last year as a recruitment drive aimed at getting all WA car dealers to voluntarily display ANCAP rating tags on four and five-star safety rated vehicles. After some well-targeted DM and information sessions, 82% of new car dealers in WA had signed up to the program by the end of last year.

The Office of Road Safety’s Bart Hodgen said, “Following on from the excellent response we received from dealers wanting to be a part of the program, we head into the next phase of the campaign with great confidence. We look forward to having this part of the campaign having a significant impact on consumer attitudes towards vehicle safety.”

“The advertising is designed to make buyers seriously consider vehicle safety in their purchase decision,” said co-creator Ryan Albuino. “If we can shift the mindset of consumers to want safety over fancy paintwork or a better car stereo, manufacturers are going to start noticing. And when the market starts demanding 5-star safety as standard in all new cars, it’s going to make the roads a lot safer for everyone.”

The campaign will roll out on television, in press, in-store and online.

Credits – ECD: Andrew Tinning. Creative Team: Ryan Albuino, AndrewChu. Director: Perry Westwood. Producers: Toby Towell, ChantelleEdwards. Post: Fin Design + Effects. Sound: Nylon. Account Service:Sharyn Beor, Renee Banovich, Paige White.