presentation 260118901 think! motorbikes 2013 v2...ads digital ads radio ads (3 new executions)...

THINK! Motorbikes presentation© TNS July 2013

THINK! Motorbikes presentationJuly 2013


Contents

2

1Campaign background 4

2Overview of key findings 8

3Campaign awareness 10

4Campaign communication 20

5Vulnerability of motorcyclists 28

6Cause and responsibility for motorcycle accidents

31

7Driver awareness of motorcyclists while driving

35

8Precautions taken to avoid accidents 42

9Insight and Recommendations 47


Agenda

3

Cause and responsibility for motorcycle accidents

Insight and Recommendations

Precautions taken to avoid accidents

Driver awareness of motorcyclists while driving

Vulnerability of motorcyclists

Campaign communication

Campaign awareness

Campaign background

Overview of key findings


1Campaign background


Background

5

1st March – 25th May 2013

Younger drivers campaign:

11th – 31st March (radio and VOD)

Habitual drivers campaign:

1st April – 25th May (radio, petrol

stations)

Maintain agreement amongst drivers with the statement that ‘I always look out for motorcyclists when driving’

Increase agreement amongstdrivers with the statements: ‘The advert has prompted

me to take more notice of the people riding motorcycles’

‘The advertising makes me feel more empathy towards motorcyclists’

Fieldwork dates:22nd May – 4th June

Face to face omnibus

1,985 motorists interviewed (including 152 young motorists aged 16-24)

KPISCampaign timings Research

Context

‘Named Riders’ launched in 2010; heavyweight TV-led

Second radio-led Named Riders campaign ran June-July 2011; with a TV-led campaign in March 2012. The May 2013 campaign burst was again radio led


Advertising used in 2013: Named Rider but with more hard hitting messages

Petrol station ads Digital ads

Radio ads (3 new executions)

Initially targeted at young drivers at relatively low weight (11th – 31st

Mar)

Then targeted at all drivers (all ads) at heavy weight between 1st

Apr – 18th May

‘Named Rider’ TV given a new voiceover and used as TV pre-rolls and video display

Media bought to specifically target 17-24 year olds

New advert created for 2013


Campaign mix and spend over time

7

Spend (£)

ActivityApril 09

Final ‘How close’

April 10 July 11 Apr 12 May 13

TV 1,094,497 873,804 704,029

Poster/ Outdoor 135,300 171,843

Radio 399,362 257,052 275,649 203,821 627,222

Online including Video on Demand 162,937 239,732 105,008

Petrol station 59,280 54,600 138,144

Cinema 100,199

Total media 1,629,159 1,565,835 574,661 962,450 870,374

NOTE: Net media, including all fees ex ad agency commission. All figures exclude Radio CM.

Named Rider


2Overview of key findings


Overview of key findings

9

1

Petrol station ad awareness not as high as previously and relatively high confusion2

Overall ROI not as good as TV led campaigns or previous radio led3

Decrease over time on perceived vulnerability of motorcyclists – displaced by cyclists?4

Limited evidence of impact on behaviours, but are the measures sensitive enough?5

Radio ad performs well in terms of recognition and better response to new radio creative


3Campaign awareness

THINK! Motorbikes presentation© TNS July 2013 11

% seen/ heard something in a campaign source

Q: Can I just check, have you seen or heard any advertising or publicity about road safety in relation to motorcyclists in any of these ways?Base: All motorists/ Young motorists 16-24

Apr 09

Apr 10

May 13

Apr 12

Jul 11

Media:

May 13 cutting through higher amongst 16-24s than previous radio led campaign

Campaign: ‘Named rider’‘How Close’

78

71

14

60

14

77

86

16

70

22

Allmotorists

Motorists16-24


% seen/ heard something in a campaign source

Q: Can I just check, have you seen or heard any advertising or publicity about road safety in relation to motorcyclists in any of these ways?Base: All motorists/ Young motorists 16-24

Apr 09

Apr 10

May 13

Apr 12

Jul 11

Media:

Including those who say they have seen a TV ad...


78

71

59 60 57

77

86

6470 73

Allmotorists

Motorists16-24


9% You didn’t see when…but you didn’t see them at the junction

13

Q: You said you remember seeing or hearing advertising about road safety in relation to motorcyclists. Please tell me everything that you remember about the advertising.Base: All motorists who recall hearing advertising from a campaign source (277)

Spontaneous recall of advertising included clear messages from the latest campaign ads

15% Think bike, think biker

11% Think once, think twice, think bike

9% Need to look twice

9% Be more vigilant/ Look out for bikes

Spontaneous recall of motorcycle advertising

50% Any mention that can be attributed to a current campaign ad

Most frequent mentions:


Q: Have you heard this ad, or a similar ad on the radio before? (Prompted recognition) Base: All motorists

Recognition of radio ad higher than for any previous burst

Apr 09

Apr 10

May 13

Apr 12

Jul 11


Spend (£): 399k 257k 276k 204k 627k

% Yes - Have heard radio ad or similar

All motorists31

24 2618

37

TV/ radio led:


% Yes - Have heard radio ad or similar

Q: Have you heard this ad, or a similar ad on the radio before? (Prompted recognition) Base: All motorists/ / Young motorists 16-24

Apr 09

Apr 10

May 13

Apr 12

Jul 11

Young motorists more likely to have heard the radio ad unlike when the campaign is TV led


3124

2618

37

37

20

37

20

48Allmotorists

Motorists16-24

Spend (£): 399k 257k 276k 204k 627k

TV/ radio led:


% Yes – Have seen petrol station ad

Q: Have you seen this ad or something similar to it at a petrol station recently? (Prompted recognition) Base: All motorists/ / Young motorists 16-24

May 13

Apr 12

Jul 11

Recognition of new petrol station creative lower than previously despite higher spend

Spend (£): 59k 55k 138k

4337

20

5245

29

Allmotorists

Motorists16-24


Q: You said you remember seeing or hearing advertising about road safety in relation to motorcyclists. Please tell me everything that you remember about the advertising.Base: All motorists

Lower ROI in 2013 in terms of overall ad recognition

Apr 09

Apr 10

May 13

Apr 12

Jul 11


Spend (£): 1.63m 1.57m 424k 962k 765k

% recognising at least one of the ads

All motorists

Ads shown :

*Figures exclude Video on Demand

91

6757

70

48


% recognising at least one of the ads

Q: Have you seen this TV ad recently/these press or poster adverts/heard this ad, or a similar ad on the radio before?/seen this online ad recently? / seen this ad or something similar to it at a petrol station recently? (Prompted recognition) Base: All motorists/ Young motorists 16-24

Apr 09

Apr 10

May 13

Apr 12

Jul 11

Ads shown :

Young motorists more likely than all motorists to have seen an advert in May 2013


91

6757

70

48

92

75 73

6861

Allmotorists

Motorists16-24


61 55 6153 55

4558

45

2326 20

26 28

31

2534

11 13 137

1014

1110

4 4 49

5 9 46

1 2 2 5 1 2 3 Agreestrongly

Agree slightly

Neither agreeor disagree

Disagreeslightly

Disagreestrongly

19

Q: To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)/ Young drivers 16-24

Belief that there is too much road safety advertising remains low but is higher among young drivers

There is too much advertising about road safety

All motorists

Apr 12 May 13

Agree: 6 1065

%

Motorists 16-24

Jul 11Jun 11

96 146

All motorists Motorists 16-24




4Campaign communication


Q: What do you think was the main message of the radio ad which I have just played to you? Base: All motorists

Main message of radio ad is understood

28% Look out for bikes

10% Be more aware of motorbikes7% Awareness

7% Drive carefully

5% Think Bike/ think about bikes

5% Pay more attention

5% Look twice for bikes

11% Motorbikes at junctions

5% Think of impact on families

4% Consideration/ be careful

3% Take more time to look for bikes


Q: What do you think was the main message of the advert which I have just shown you?Base: All motorists

Less specific main message take out for the petrol station ad

21% Look out for bikes

6%

5% Awareness

4% Think

13% Think Bike

4% Drive carefully

3% Consideration/ be careful

3% Motorbikes at junctions

Be more aware of motorbikes

3% Take more time to look for bikes


New radio creative less confusing and irritating than previous

23

31

14

5

8

2

2

19

11

4

10

16

35

15

8

5

6

12

May-13

Apr-12

Jul-11

Q: Here are some things that other people have said about the ad that I have just played you. Which of these do YOU personally feel about the advert? Please mention all that you agree with.Base: All motorists/ Young motorists 16-24

%

24

11

5

5

2

2

19

11

5

9

14

26

11

4

4

7

15

May-13

Apr-12

Jul-11

Motorists 16-24All motorists

Sticks in my mind

Aimed at people like me

Sort of ad I would talk about with other people

Told me something new

Found it irritating

Found it confusing

*

*

*

*

*

*


New radio creative has increased salience of the importanceof looking out for motorcyclists

24

39

27

25

21

17

19

14

33

19

16

16

15

15

24

14

17

12

11

May-13

Apr-12

Jul-11

Q: Here are some things that other people have said about the ad that I have just played you. Which of these do YOU personally feel about the advert? Please mention all that you agree with.Base: All motorists/ Young motorists 16-24

%

36

21

21

19

17

15

11

31

16

12

17

13

14

14

14

14

8

12

May-13

Apr-12

Jul-11

Drivers 16-24All drivers

Reminds me of the importance of looking out for motorcyclists

Made me think I should take longer to look for motorcyclists

Made me consider the impact on the friends and family of a victim of a motorbike accident

Made me think about my own driving

Prompted me to take more notice of people riding motorcycles KPI (increase)

Made me drive more carefully

Made me feel more empathy towards motorcyclists KPI (increase)

*

*

*

*

*indicates statistical significance at 95%


Radio communication among campaign recognisers

25

32

11

7

5

2

2

May-13

Q: Here are some things that other people have said about the ad that I have just played you. Which of these do YOU personally feel about the advert? Please mention all that you agree with.Base: All campaign recognisers

% campaign recognisers

Sticks in my mind


Sort of ad I would talk about with other people

Told me something new

Found it irritating

Found it confusing


Radio communication among campaign recognisers

26

Q: Here are some things that other people have said about the ad that I have just played you. Which of these do YOU personally feel about the advert? Please mention all that you agree with.Base: All campaign recognisers

% campaign recognisers

39

24

25

20

19

17

13May-13

Reminds me of the importance of looking out for motorcyclists

Made me think I should take longer to look for motorcyclists

Made me consider the impact on the friends and family of a victim of a motorbike accident

Made me think about my own driving

Prompted me to take more notice of people riding motorcycles KPI (increase)


Made me feel more empathy towards motorcyclists KPI (increase)


21

12

9

5

2

1

25

11

13

7

1

27

11

7

6

2

1

Sticks in my mind


Found it confusing

Sort of ad I would talk aboutwith other people

Found it irritating

Told me something newAll motorists

Motorists 16-24

Campaignrecognisers

27

Q: Here are some things that other people have said about the ad that I have just played you. Which of these do YOU personally feel about the advert? Please mention all that you agree with. Base: All motorists/ Young motorists 16-24/ Campaign recognisers

Similar levels of impact for the petrol station screen ad but quite high level of confusion

%


45

18

17

14

13

4

3

46

21

21

16

13

6

2

50

20

20

17

15

5

4

Reminds me of the importanceof looking out for motorcyclists

Made me think about my owndriving

Made me think I should takelonger to look for motorcyclists


Prompted me to take morenotice of people riding

motorcycles

Made me consider the impacton the friends and family of avictim of a motorbike accident

Made me feel more empathytowards motorcyclists

All motorists

Motorists 16-24

Campaignrecognisers

28

Q: Here are some things that other people have said about the ad that I have just played you. Which of these do YOU personally feel about the advert? Please mention all that you agree with. Base: All motorists/ Young motorists 16-24/ Campaign recognisers

Lower levels of empathy and considering the impact than for radio

%


Q: Here are some statements that other people have used to describe the message in the ads that ’30 bikers are killed or injured every day at junctions’. For each one, please say how much you agree or disagreeBase: All motorists/Young motorists 16-24

’30 bikers’ message found to be credible with most finding it believable but not necessarily surprising

1618261

1120

98

34

13

14

2425

910

3724

4233

4433

23232329

4452

Agreestrongly

Agree slightly


Disagreeslightly

Disagreestrongly

30 bikers are killed or injured every day at junctions

All motorists All motorists All motoristsMotorists 16-24

Motorists 16-24

Motorists 16-24

SurprisingInterestingBelievable

Agree: 85 88 61 65 47 59

%


5Vulnerability of motorcyclists


Q: Which groups of road users do you think are the most vulnerable?/ Which of these groups of road users do you think are the most vulnerable? Base: All motorists/ Young motorists 16-24

3

1

7

2

8

3

20

30

37

2

3

4

5

7

8

10

31

48

New drivers

Young drivers

Bikes

Children

Young people

Pedestrians

Elderly

Motorcyclists

Cyclists

Motorcyclists are top of mind when thinking about which road users are vulnerable

3

8

20

54

52

65

2

4

16

53

54

73

Van drivers

Car drivers

Adult pedestrians

Motorcyclists

Children

Cyclists

All motorists

Motorists 16-24

Spontaneous Prompted%


65 6963 65 62

55

48 4553

41 44 41

Alldrivers

Drivers16-24

32

% agree strongly


Apr 10

May 13

Apr 12

Jul 11

Decline over time in strong belief that motorcyclists are more vulnerable

Motorcyclists are more vulnerable in every day driving situations than other drivers on the road

Feb 10

Jun 11


6Cause and responsibility for motorcycle accidents


Q: What would you say is the most common cause of motorcycle accidents?Base: All drivers (car/van)

Spontaneously, the most common cause of motorcycle accidents thought to be speeding (no detail) and speeding motorcyclists

Max.

2013

Min.

Car drivers not looking

Car driver not seeing

bikes/ bikes hard to see

24

Speeding Speeding motorcyclists

22

13 12

7

21

10

Overtaking/ undertaking

Bikes weaving in and out of

traffic

Car drivers pulling out at junctions

21

97

16

11

65

1816

11

5 46

5

%


7

21

4

5

13

17

24

10

16

6

9

13

19

18

7

14

7

9

11

19

22

6

16

5

10

13

22

21

4

12

6

12

12

21

18

6

11

5

8

13

17

19

5

6

7

9

11

16

21

Bike weaving in and out oftraffic

Car driver not seeing bikes/Motorbikes hard to see

Drivers / cars pulling out atjunctions

Overtaking / undertaking

Car driver/people not looking

Speeding motorcyclists

Speeding/speed (no detail bywhom)

Post 'Named Rider' campaign (May 13)Post 'Named Rider' campaign (Apr 12)

Post 'Named Rider' campaign (Jul 11)

Pre 'Named Rider' campaign (Jun 11)Post 'Named Rider' campaign (Apr 10)

Pre 'Named Rider' campaign (Feb 10)

Post 'How Close' campaign (Apr 09)

35


Spontaneous cause of motorcycle accidents (over time)%


Q: Which three of the following statements would you say are the most common causes of motorcycle accidents? Base: All drivers (car/van)

On prompting, most common reasons were car drivers pulling in front at a junction and not noticing motorcycles trying to overtake

Max.

2013

Min.

Loses control because travelling too fast

Overtakes when can’t

see oncoming

traffic

63

Pulls out in front of a

motorcycle at a

junction

Doesn’t notice a

motorcycle trying to overtake

5954

42

25 2328

13

Doesn’t see motorcyclist

clearly because rider

is wearing dark colours

Doesn’t leave

enough room for

motorcyclist

Loses control

because of road

surface

Isn’t concentrating

on car in front

55

3944

50

24 2319

12

5147

44

34

20 19 19

11

% Top three responses


11

24

21

0

40

52

57

11

27

22

0

42

52

56

12

28

22

0

40

54

59

11

23

22

20

36

52

48

11

22

19

25

34

49

47

13

22

23

24

34

47

50

12

19

23

24

39

44

50

Motorcyclist isn't concentratingon car in front

Motorcyclist loses controlbecause of road surface

Car driver doesn't leave enoughroom for motorcyclist

A car driver doesn’t see the motorcyclist clearly because the

rider is wearing dark colours (New in Jun 11)

A motorcyclist overtakes whenthey can't see oncoming traffic

Motorcyclist loses controlbecause travelling too fast

Car driver doesn't noticemotorcycle trying to overtake






37


Prompted cause of motorcycle accidents (over time)%


60

62 6369 68 71 72

67

5954

7164

71 67 Allmotorists

Motorists16-24

38

Q: A high number of road accidents happen which involve motorcyclists. Where do you feel responsibility for reducing these accidents lies?Base: All motorists/ Young motorists 16-24

Apr 09

Apr 10

May 13

Apr 12

Jul 11

Increase over time in belief that motorbike accidents are equally the responsibility of car drivers and motorcyclists

% equally the responsibility of car drivers and motorcyclists


2

4

15

60

12

5

1

1

5

16

62

10

4

1

2

5

14

63

10

5

1

3

4

11

69

6

4

2

4

5

9

68

6

4

2

2

5

8

72

5

6

1

3

4

9

72

6

4

2

7 - Completely motorcyclists' responsibility

6

5

4 - Equally the responsibility of car drivers andmotorcyclists

3

2

1 - Completely car drivers' responsibility






39

Q: A high number of road accidents happen which involve motorcyclists. Where do you feel responsibility for reducing these accidents lies?Base: All drivers (car/van)

Increase over time in belief that motorbike accidents are equally the responsibility of car drivers and motorcyclists

%


7Driver awareness of motorcyclists while driving


No change over time in proportions agreeing

41

When I see a motorcycleI think about the person

riding it

30% agree strongly

When driving, I often worry about failing to notice a motorcyclist and hitting

them

22% agree strongly

Although I know motorcyclists are human beings too, I sometimes

forget to pay extra attention to look out for them while

driving

38% disagree strongly

Although I know motorcyclists are human beings too, I sometimes

forget this and only see the bike

35% disagree strongly

Because of the way they ride, it can be easy to not

notice motorcyclists

22% agree strongly

Q: To what extent do you agree or disagree with each of the following statements?Base: All drivers (car/van)


26 28 29

28

29 30

25

1123

29

25 28

Alldrivers

Drivers16-24

42


No increase over time in strong agreement that they think about the person riding the motorcycle

% agree strongly

When I see a motorcycle I think about the person riding it

Apr 10

May 13

Apr 12

Jul 11

Feb 10

Jun 11



No increase over time in strong agreement that they think about the person riding the motorcycle

When I see a motorcycle I think about the person riding it

30

29

29

29

28

26

29

30

25

28

29

25

19

19

19

18

21

26

14

15

17

14

14

12

8

8

10

11

8

10

Agree Strongly Agree slightly Neither agree nor disagree Disagree slightly Disagree strongly

*

Feb 10

Apr 10

Jun 11

Jul 11

Apr 12

May 13


1924

22

23 19 22

15 17

25

18 19 21

Alldrivers

Drivers16-24

44


No increase over time in worry about failing to notice a motorcyclist

% agree strongly

When driving, I often worry about failing to notice a motorcyclist and hitting them

Apr 10

May 13

Apr 12

Jul 11

Feb 10

Jun 11


22

19

22

22

24

19

30

36

29

27

33

33

18

17

16

17

17

22

17

18

19

19

15

14

13

10

13

14

11

11


45


No increase over time in worry about failing to notice a motorcyclist

When driving, I often worry about failing to notice a motorcyclist and hitting them

Feb 10

Apr 10

Jun 11

Jul 11

Apr 12

May 13


34 354137

3238

3025 27

3324

30

Alldrivers

Drivers16-24

46


No change in proportion admitting that they forget to pay extra attention to look out for motorcyclists

% disagree strongly

Although I know motorcyclists are human beings too, I sometimes forget to pay extra attention to look out for them while driving

Apr 10

May 13

Apr 12

Jul 11

Feb 10

Jun 11


6

6

5

5

6

6

21

22

21

21

23

25

11

13

14

12

12

14

24

27

23

21

23

22

38

32

37

41

35

34


Feb 10

Apr 10

Jun 11

Jul 11

Apr 12

May 13

47


No change in proportion admitting that they forget to pay extra attention to look out for motorcyclists

Although I know motorcyclists are human beings too, I sometimes forget to pay extra attention to look out for them while driving


33

33 35 32 293535

2231 30

19

30

Alldrivers

Drivers16-24

48


No change in those admitting that they forget that motorcyclists are people and only see the bike

% disagree strongly

Although I know motorcyclists are human beings too, I sometimes forget this and only see the bike

Apr 10

May 13

Apr 12

Jul 11

Feb 10

Jun 11


8

9

10

8

10

8

18

22

20

19

21

20

15

15

16

15

14

20

23

25

22

23

21

19

35

29

32

35

33

33


49


No change in those admitting that they forget that motorcyclists are people and only see the bike

Although I know motorcyclists are human beings too, I sometimes forget this and only see the bike

Feb 10

Apr 10

Jun 11

Jul 11

Apr 12

May 13


9 6 8 7

13 16 14 17

14 12 14 15

4153

39 37

2313

25 24Agreestrongly

Agree slightly


Disagreeslightly

Disagreestrongly

50


Because of the way they ride, it can be easy to not notice motorcyclists

Because of the way they ride, it can be easy to not notice motorcyclists

All motorists

Apr 12 May 13

Agree: 6064

%

Motorists 16-24

6467



8Precautions taken to avoid accidents


8491 89 91 90 90

7782 84

77 7479

Alldrivers

Drivers16-24

52

Q: How frequently, if at all, do you do each of the following…Base: All drivers (car/van)/ Young drivers 16-24

KPI of maintaining agreement level achieved

% always

Look out for motorcyclists when driving

Apr 10

May 13

Apr 12

Jul 11

Feb 10

Jun 11


84

87

88

87 88 8986

79

89

83 85 82

Alldrivers

Drivers16-24

53


Majority say they always check for motorcyclists when changing lanes on a dual carriageway

% always

Check for motorcyclists when changing lanes on a dual carriageway

Apr 10

May 13

Apr 12

Jul 11

Feb 10

Jun 11


7883

84

84 84 84

7772

88

80 80 76

Alldrivers

Drivers16-24

54


Most say they always check blind spots for motorcyclists when overtaking, but no increase

% always

Check blind spots for motorcyclists when overtaking

Apr 10

May 13

Apr 12

Jul 11

Feb 10

Jun 11


75 79 80 81 82 82

66 677368 72 69

Alldrivers

Drivers16-24

55


Those who always check twice for motorcyclists when pulling out at a junction consistent over time

% always

Check twice for motorcyclists when pulling out at a junction

Apr 10

May 13

Apr 12

Jul 11

Feb 10

Jun 11


9Insight and Recommendations


Insight and recommendations

57

Radio ad performs well in terms of recognition and better response to new radio creative Continue to use current creative idea

Petrol station ad awareness not as high as previously and relatively high confusion

Review creative – possibly link to other campaign creatives

Overall ROI not as good as TV led campaigns or previous radio led

Is there potential to reduce spend on radio element?

Decrease over time on vulnerability of motorcyclists – displaced by cyclists? Combined campaign with cyclists?

Limited evidence of impact on behaviours, but are the measures sensitive enough?

Explore alternative ways to measure automatic reactions

RecommendationsResearch insights


Any questions?

58


Base Apr 09(post)

Feb 10(pre)

Apr 10(post)

Jun 11(pre)

Jul 11(post)

Apr 12(post)

May 13(post)

All motorists 1,308 1,412 1,294 1,222 1,244 1,134 1,985

All drivers (car/van) 1,293 1,332 1,272 1,209 1,232 1,124 1,971

All motorists 16-24 91 111 103 92 79 77 152

All drivers (car/van) 16-24 85 98 93 87 73 74 145

All motorists who recognise a campaign ad 1,201 N/A 883 N/A 702 794 942

Base sizes

59

presentation 260118901 think! motorbikes 2013 v2...ads digital ads radio ads (3 new executions)...

Documents