distracted driving campaign case study distracted driving campaign case study presentation by:
TRANSCRIPT
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DISTRACTED DRIVING CAMPAIGNCASE STUDY
PRESENTATION BY:
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01. INTRODUCTION
02. PROBLEM STATEMENT
03. KEY FINDINGS
04. SITUATIONAL ANALYSIS
05. COMPETITIVE ANALYSIS
06. TARGET MARKET
07. ALTERNATIVES
08. SOLUTION
09. IMPLEMENTATION PLAN
10. CONCLUSION / QUESTIONS
AGENDA
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INTRODUCTION
• ICBC owned by the Provincial Crown Corporation of BC
• Since January 2010 ICBC has been trying to lower distracted
driving
• ICBC has launched unsuccessful campaigns
• 100 fatalities due to Distracted Driving in 2012 (Bird, 2013)
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PROBLEM STATEMENT
What creative strategy will have the greatest impact amongst
British Columbian drivers aged 16-25 in order to lower the rate of
distracted driving related accidents by 7% by May 31st, 2014?
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KEY FACTS & FINDINGS
• B.C.’s Mobile Device Law - Section 214.2 of Motor Vehicle Act
• 60 times per day is the average amount a teenager checks his/her cell phone (UPI.com, 2012)
• Young adults - 6.6% of all licensed drivers in B.C and account for 14% of all drivers involved in a crash.” (BCAA, 2013)
• According to BC Stats, percentage of cell phone owners is rapidly approaching the percentage of vehicle owners
• Cellphone use behind the wheel highest for 18 - 25 year olds (Mchugh, 2012)
• Car crashes number one cause of teenager deaths across Canada (Canada Government, 2012)
• New law placed leads to opposite reaction wanted - Issued 105,972 violation tickets in 2010 (RCMP, 2013)
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SITUATIONAL ANALYSIS
STRENGTHS
Government-run insurance company Only car insurance company in BC (ICBC, 2012)
Large capital to back campaigns Annual premiums of approximately $3.7 billion (ICBC, 2012)
GLP discourages distracted drivingGraduates not allowed hands free devices (ICBC, 2013)
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SITUATIONAL ANALYSIS
WEAKNESSESDamaged public image
Ranked worst in the country by customers in J.D. Power study (Griffen, 2012)
No proven effectiveness from campaigns34 per cent rise in tickets for distracted driving in 2011 (CBC, 2013)
Poor recognition of previous 180 Video Contest (Cleto, 2013)
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SITUATIONAL ANALYSIS
OPPORTUNITIESIncreased Media Attention
Most high-profile, talked-about issue in road safety today (TIRF, 2011)
Rise in TechnologyDevelopers producing more apps for distracted driving (Mashable,
2012)
Support of BCAB Contributed $1 million in public service airtime (BCAB, 2011)
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SITUATIONAL ANALYSIS
THREATS
Cellphone CompaniesMarketing usage of phones at younger age groups (Petrecca, 2005)
Smartphone market growing faster than expectedExpected to make up 54% of global cellphone sales in next year
(Mcmillan, 2012)
Cellphone AddictionCanadians becoming addicted and dependent on phones
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COMPETITIVE ANALYSIS
• $50-$70 a month for a plan
• Kudo, Wind, Telus, Rogers, Bell
• Includes unlimited texting, data, evenings and weekends free
• Fido signing illegal contracts to under age teenagers
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TARGET MARKET - YOUNG ADULTS
GEOGRAPHIC
Lower Mainland
DEMOGRAPHICS
Aged 16-25
375,000+ are licensed drivers in BC (ICBC, 2012)
16-19 average $335 per week
20-24 on average $440 per week
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TARGET MARKET - YOUNG ADULTS
DEMOGRAPHIC
• Friends have the biggest influence
• Lifelines are smart phones and social media.
BEHAVIOURAL
• 109.5 average texts a day (Nerney, 2011)
• Mostly Using Social Media and Youtube Apps (Quorus Consulting Group, 2011)
• weekly average of 16.7 hours
online (Weaver, 2012)
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ALTERNATIVES
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BRAND IMAGE
ADVANTAGES DISADVANTAGES
Younger males, respond to negative social consequences
Humor can distract the receiver from the seriousness of the
message
44% of 16-to-24-year-old drivers say friends
are the biggest influence for curbing their texting while
driving (Collier, 2012)
Humor appeal is least motivational to change
behavior
Humorous messages were rated as more likeable than fear
messages in young adults (Lee, 2011)
Young adults who don’t care about social
acceptance
MESSAGE Social acceptance, it’s your call. Don’t text & drive.
SOURCEFriends in campaign
APPEALHumor & Rational appeal
It’s your call.
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INHERENT DRAMA
ADVANTAGES DISADVANTAGES
Video games play a major role in
influencing young adults
Boomerang Effect
80 percent of Canadian teens play video games (Media Smarts, 2013)
Selective Listeners
Less dramatic and positive message can associate with positive
behavior
False pretense of reality
MESSAGE Stay focused, keep your eyes on the road
SOURCEIndirect Source -Video Game Scenario
APPEALRational appeal
Driving distracted isn’t a game
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UNIQUE SELLING PROPOSITION
ADVANTAGES DISADVANTAGES
Fear appeal tend to resonate with younger
males
Young adults are desensitized by message
of death or injury
Me GenerationSense of invulnerability
among younger generation.
Fear appeal is most effective to change
behavior
Different levels of fear appeal motivate different
people
Drive & text, you could be next
MESSAGE Driving distracted can be deadly
SOURCECar along with young adult drivers
APPEALFear appeal
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SOLUTION
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ALTERNATIVE 3 - USP
SOLUTION
• Fear Appeal has high effectiveness with Young Adults
• Proper balance of fear in message
• Online access
• Usage of personal choice
• Strategic placement will reach audience best
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PLAN OF ACTION
PHASE ONE 3 MONTHS (May –June)
• Launch “Drive & text, you could be next.” campaign
• Release fi rst print ad to be displayed
• Display on sides of busses in six cit ies
• Display ad in movie theatres before movies
• Run online and print advertising ti l l June 31st
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PLAN OF ACTION
PHASE TWO 4 MONTHS (August –November)
• Mall campaign (Bil lboards & Dioramas)• Re-emphasize use of social media
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PLAN OF ACTION
PHASE THREE 2 MONTH (December- January)
• Press Release • Launch user generated App contest
• Tentative measuring
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PLAN OF ACTION
PHASE FOUR 3 MONTH (February-May)
• Revamp push of message• Release radio spot• Funeral commercial spot• Announce winner from contest• Release app for start of summer
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CONCLUSION
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QUESTIONS?