Uncomfortable Interiors.
Waka Kotahi | NZ Transport Agency
2 x Silver Effies for Social Marketing/Public Service and Most Effective Integrated Campaign
Shifting the importance of vehicle safety during the buying process
from:
an afterthought we’d rather not think about, because we can’t imagine ourselves ever being in a crash
to:
an essential, unforgettable part of how we buy cars, through a visceral demonstration of how a crash can change a low-star car.
Hijacking the car buying journey.
Our campaign was designed to nudge people throughout the process of buying a car.
The car itself was made to tour showrooms and car yards, our communications designed to mimic real car ads, and targeted messaging helped to bust common myths about the relationship between roadworthiness and crashworthiness.
All this drove people to the Star Safety Simulator, and to check the safety rating of any car they were considering rating on Rightcar at each step of the process.
Results.
Awareness of safety ratings as a measure of vehicle safety doubled.
Monthly visitors to the Rightcar site (where users can check safety ratings of cars they’re considering) exceeded our benchmark by 76%.
72% of Rightcar users over the campaign period were new users discovering the safety rating of a vehicle for the first time.
Car buying searches containing keywords ‘safe’, ‘safety’, ‘safest’, ‘ratings’ and ‘Rightcar’ was 2.7x the volume compared pre-launch.
