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
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)
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?
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)
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 driving
Graduates not allowed hands free devices (ICBC, 2013)
SITUATIONAL ANALYSIS
WEAKNESSES
Damaged public image
Ranked worst in the country by customers in J.D. Power study (Griffen, 2012)
No proven effectiveness from campaigns
34 per cent rise in tickets for distracted driving in 2011 (CBC, 2013)
Poor recognition of previous 180 Video Contest (Cleto, 2013)
SITUATIONAL ANALYSIS
OPPORTUNITIES
Increased Media Attention
Most high-profile, talked-about issue in road safety today (TIRF, 2011)
Rise in Technology
Developers producing more apps for distracted driving (Mashable, 2012)
Support of BCAB
Contributed $1 million in public service airtime (BCAB, 2011)
SITUATIONAL ANALYSIS
THREATS
Cellphone Companies
Marketing usage of phones at younger age groups (Petrecca, 2005)
Smartphone market growing faster than expected
Expected to make up 54% of global cellphone sales in next year
(Mcmillan, 2012)
Cellphone Addiction
Canadians becoming addicted and dependent on phones
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
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
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)
ALTERNATIVES
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
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)
Humorous messages
were rated as more
likeable than fear
messages in young adults
(Lee, 2011)
Humor appeal is least
motivational to change
behavior
Young adults who don’t
care about social
acceptance
INHERENT DRAMA
Driving distracted isn’t a game
MESSAGE
Stay focused, keep your eyes on
the road
SOURCE
Indirect Source -Video Game
Scenario
ADVANTAGES
Video games play a major
role in influencing young
adults
DISADVANTAGES
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
APPEAL
Rational appeal
UNIQUE SELLING
PROPOSITION
Drive & text, you could be next
MESSAGE
Driving distracted can be deadly
ADVANTAGES
DISADVANTAGES
Fear appeal tend to resonate
with younger males
Young adults are desensitized
by message of death or injury
Me Generation
Sense of invulnerability
among younger generation.
Fear appeal is most effective
to change behavior
Different levels of fear appeal
motivate different people
SOURCE
Car along with young adult drivers
APPEAL
Fear appeal
SOLUTION
ALTERNATIVE 3 - USP
• Fear Appeal has high effectiveness with Young Adults
SOLUTION
• Proper balance of fear in message
• Online access
• Usage of personal choice
• Strategic placement will reach audience best
PLAN OF ACTION
PHASE ONE
3 MONTHS (May –June)
• Launch “Drive & text, you could be next.” campaign
• R e l e a s e f i r s t p r i n t a d t o b e d i s p l a ye d
• Display on sides of busses in six cities
• D i s p l a y a d i n m o v i e t h e a tr e s b e f o r e m o v i e s
• Run online and print advertising till June 31st
PLAN OF ACTION
PHASE TWO
4 MONTHS (August –November)
• Mall campaign (Billboards & Dioramas)
• R e - e mp h a s i z e u s e o f s o c i a l m e d i a
PLAN OF ACTION
PHASE THREE
2 M O N T H ( D e c e mb e r - J a n u a r y )
• Press Release
• L a u n c h u s e r g e n e r a t e d A p p c o n te s t
• Te n t a ti v e m e a s u r i n g
PLAN OF ACTION
PHASE FOUR
3 M O N T H ( F e b r u a r y - Ma y )
•
•
•
•
•
Revamp push of message
Release radio spot
F u n e r a l c o m m e r ci a l s p o t
Announce winner from contest
Release app for start of summer
CONCLUSION
QUESTIONS?