1 / 25

DISTRACTED DRIVING CAMPAIGN CASE STUDY

DISTRACTED DRIVING CAMPAIGN CASE STUDY. PRESENTATION BY:. AGENDA. 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.

ilar
Download Presentation

DISTRACTED DRIVING CAMPAIGN CASE STUDY

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. DISTRACTED DRIVING CAMPAIGN CASE STUDY PRESENTATION BY:

  2. AGENDA 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

  3. 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)

  4. 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?

  5. 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 deathsacross Canada (Canada Government, 2012) • New law placed leads to opposite reaction wanted - Issued 105,972 violation tickets in 2010 (RCMP, 2013)

  6. SITUATIONAL ANALYSIS

  7. SITUATIONAL ANALYSIS

  8. SITUATIONAL ANALYSIS

  9. SITUATIONAL ANALYSIS

  10. 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

  11. TARGET MARKET - YOUNG ADULTS

  12. TARGET MARKET - YOUNG ADULTS

  13. ALTERNATIVES

  14. BRAND IMAGE It’s your call. MESSAGE Social acceptance, it’s your call. Don’t text & drive. SOURCE Friends in campaign APPEAL Humor & Rational appeal

  15. INHERENT DRAMA Driving distracted isn’t a game MESSAGE Stay focused, keep your eyes on the road SOURCE Indirect Source-Video Game Scenario APPEAL Rational appeal

  16. UNIQUE SELLING PROPOSITION Drive & text, you could be next MESSAGE Driving distracted can bedeadly SOURCE Car along with young adult drivers APPEAL Fear appeal

  17. SOLUTION

  18. ALTERNATIVE 3 - USP • 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 SOLUTION

  19. PLAN OF ACTION • PHASE ONE • 3 MONTHS (May –June) • Launch “Drive & text, you could be next.” campaign • Release first print ad to be displayed • Display on sides of busses in six cities • Display ad in movie theatres before movies • Run online and print advertising till June 31st

  20. PLAN OF ACTION • PHASE TWO • 4 MONTHS (August –November) • Mall campaign (Billboards & Dioramas) • Re-emphasize use of social media

  21. PLAN OF ACTION • PHASE THREE • 2 MONTH (December-January) • Press Release • Launch user generated App contest • Tentative measuring

  22. 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

  23. CONCLUSION

  24. QUESTIONS?

More Related