The challenge was to help the Royal Automotive Club WA (a complex motoring organisation with 12 different business units) better compete with a host of newer and very aggressive competitors, by strengthening their master brand equity. But not with a traditional brand equity campaign – instead we were asked to achieve this by creating a road safety campaign that would also help play a part to improve the road toll in Western Australia.
Our solution was to address a neglected cause of accidents – inattention. Creatively we invented a world first, the Attention Powered Car, which goes when you’re paying attention and slows when you’re not, testing causes and solutions to inattention. This experiential test formed the heart of the campaign architecture, supported by digital and above the line driving people to a microsite that housed information and webisodes.
Note: Results are confidential