The Brief

Western Australia has the worst rate of road death in the country. Some regions are amongst highest in the world. After repositioning themselves as ‘For the Better’, the Royal Automobile Club of Western Australia tasked us to create a road safety advocacy campaign to address the appalling statistic. Objectives were to deliver against: • Awareness of issue • Brand preference • NPS • Forward thinking & progressive brand perception After investigating the state’s road safety statistics for the last decade, we uncovered a surprising and alarming trend – alcohol and speed were no longer the biggest killers. It was driver inattention.

Describe how the promotion developed from concept to implementation

People weren’t paying enough attention on the roads, so our solution was to create a car powered by attention. The Attention Powered Car used custom neuro-tech to literally make the car go when the driver was paying attention and slow when they weren’t. The launch of this world first innovation raised awareness and demonstrated the problem. We then engaged the public to take part in the first ever live road study on the issue using on the car’s neuro-data capturing capabilities. The campaign concluded with an education phase, re-sharing all we had learnt to make the roads a safer place.

Describe the success of the promotion with both client and consumer including some quantifiable results

• Inattention awareness in WA 56% • Forward thinking brand perception + 36% • Brand preference + 16% • NPS + 68% • 55 + million earned media impressions. • First ever live road study on issue with 27 members of the public. • 6 feature news stories on national network TV. • Fact uncovered: Driver inattention occurs at least once every minute. • Invited to share findings at World Congress of Intelligent Transport Systems. • Attention Powered Car now used as education tool at RAC’s Driver Training Centre. • A wearable ‘hat’ version of technology has been commissioned as a result of the innovation’s success at teaching ‘attentive’ driving.

Explain why the method of promotion was most relevant to the product or service

Public perception of the RAC was shifting from old and trusted, to dated and irrelevant. So an idea that brought them into the tech innovation, and advocacy thought leadership space was highly regarded. The originality of the approach served as a great awareness driver/PR. The innovation itself allowed drivers to directly experience inattention and learn what personally distracts them. And the neuro-data it collected, meant we could study the problem like never before. The multi-phase, integrated campaign surrounding it, gave the motoring organisation an innovative way to activate, engage and educate the public ¬– hopefully even saving lives.