(SECOND RESPONSE OUT OF TWO RESPONSES)
For this brief I had two stand-out ideas, in advertising we are encouraged to bend and break rules where we see fit. With this brief, I understand the client is after an OOH poster or billboard. However, the brief mentions "Allocate funds for a mix of traditional and digital media. Consider partnerships with local businesses and influencers to amplify reach" which suggests flexibility in desired outcomes. Here's a second strategy focusing on copy-led print media that mimics speeding fines:
"The Fine You Don't Want to Receive" Campaign
Direct Mail Shock Tactic
Create a series of mock speeding fines to be delivered via mail:
- Design an envelope that closely resembles official traffic infringement notices
- Inside, include a realistic-looking "fine" document with the headline: "This could be real. Don't let it be."
- Inside, include a realistic-looking "fine" document with the headline: "This could be real. Don't let it be."
First point of contact: Content of the Mock Fine
- List a fictitious speeding offence: "Exceeding the speed limit by 10 km/h"
- Instead of a monetary penalty, detail the real costs:
- "Potential fine: $XXX"
- "Real cost: Increased risk of a fatal accident by X%"
- Include key messages from the brief, such as: "Driving at 70 km/h instead of 60 km/h only saves 1.5 minutes over 10 km, but increases your stopping distance by X meters."
- Instead of a monetary penalty, detail the real costs:
- "Potential fine: $XXX"
- "Real cost: Increased risk of a fatal accident by X%"
- Include key messages from the brief, such as: "Driving at 70 km/h instead of 60 km/h only saves 1.5 minutes over 10 km, but increases your stopping distance by X meters."
Second point of contact: Follow-up "Overdue Notice" Email
- Send a digital "reminder" a week after the initial mail
- Subject line: "Your safety debt is overdue"
- Body text: "You received a warning about the dangers of speeding. Have you taken action to improve your driving habits?"
- Subject line: "Your safety debt is overdue"
- Body text: "You received a warning about the dangers of speeding. Have you taken action to improve your driving habits?"
Halloween/April Fools PR Stunt
- Launch the campaign on either Halloween or April Fools' Day for maximum impact (can be done on both for maximum impact!)
- Press release: "Drivers across Melbourne received shocking 'fines' today – but the real penalty could be much worse"
- Coordinate with local media for coverage, emphasising the campaign's educational purpose
- Press release: "Drivers across Melbourne received shocking 'fines' today – but the real penalty could be much worse"
- Coordinate with local media for coverage, emphasising the campaign's educational purpose
Earned Media Opportunities
- Invite local news stations to follow the "fine" delivery process
- Arrange interviews with traffic safety experts to discuss the campaign's message
- Encourage recipients to share their reactions on social media using a campaign hashtag (e.g., #SpeedingCostsLives)
- Arrange interviews with traffic safety experts to discuss the campaign's message
- Encourage recipients to share their reactions on social media using a campaign hashtag (e.g., #SpeedingCostsLives)
Campaign Extension Ideas:
- Partner with local driving schools to offer discounted defensive driving courses to those who bring in their mock fine
- Opportunity to connect this quick brief response with the first response* see a personalised "fine" detailing their increased risk when In-Car apps are connected and monitoring speed.
- Opportunity to connect this quick brief response with the first response* see a personalised "fine" detailing their increased risk when In-Car apps are connected and monitoring speed.
This strategy leverages the shock value of receiving a fine to drive home the campaign's message about speeding risks. By timing it with Halloween or April Fools' Day, it creates a newsworthy event that can generate significant earned media coverage, amplifying the campaign's reach and impact. The follow-up email ensures the message isn't quickly forgotten, while the PR stunt aspect adds a layer of engagement that can spark wider conversations about road safety.
