|Title||THE HUMAN TEST|
|Brand||TRANSPORT ACCIDENT COMMISSION VICTORIA|
|Product / Service||TRANSPORT ACCIDENT COMMISSION VICTORIA|
|Category||A08. Charities, Public Health & Safety, Public Awareness Messages|
|Entrant||CLEMENGER BBDO MELBOURNE, AUSTRALIA|
|Idea Creation||CLEMENGER BBDO MELBOURNE, AUSTRALIA|
|Media||DENTSU MITCHELL South Melbourne, AUSTRALIA|
|Contributing||TRANSPORT ACCIDENT COMMISSION Geelong, AUSTRALIA|
|James McGrath||Clemenger BBDO Melbourne||Creative Chairman|
|Ant Keogh||Clemenger BBDO Melbourne||Chief Creative Officer|
|Nicholas Short||Clemenger BBDO Melbourne||Print Producer|
|Jake Turnbull||Clemenger BBDO Melbourne||Director of Design|
|Stephen de Wolf||Clemenger BBDO Melbourne||Creative Director|
|Matthew Pearce||Clemenger BBDO Melbourne||Senior Planner|
|Ben Keenan||Clemenger BBDO Melbourne||Interactive Creative Director|
|Chris Jovanov||Clemenger BBDO Melbourne||Interactive Creative Director|
|Tom McQueen||Clemenger BBDO Melbourne||Creative|
|George McQueen||Clemenger BBDO Melbourne||Creative|
|Simon Merrifield||Clemenger BBDO Melbourne||Studio Manager|
|Naomi Gorringe||Clemenger BBDO Melbourne||Group Account Director|
|Kate Joiner||Clemenger BBDO Melbourne||Senior Account Manager|
|Patrick Nally||Clemenger BBDO Melbourne||Account Manager|
|Cherie McMahon||Transport Accident Commission Victoria||Senior Projects Manager, Marketing & Community Relations|
We adapted a native piece of site functionality into an interactive behaviour-change advertisement that turned the act of buying tickets to events into a commitment to being safer on our roads. Typically, ticketing websites use captcha codes – distorted and crowded text, to prove buyers are in fact human and not computer bots. Bots can’t read text displayed as an image, but people can. So we replaced this obscure text with positive affirmations of safe road behaviour. Affirmations like ‘I won’t drink and drive’ and ‘I won’t text and drive’, which hopeful attendees would need to physically enter for themselves to finalise their ticket purchase. This worked on the notion that once someone writes down a belief and internalises it, they’ll go to greater lengths to ensure they keep it. By reinventing this utility we created a native behaviour-changing ad unit served to anyone planning to attend an event.
‘The Human Test’ worked in the same way as you’d expect a captcha to work – it presented itself at the time when you were buying tickets to an event. The difference being, instead of the messaging you were asked to type being obscure text and numbers, it was a clear affirmation that asked you to make a commitment to being safer on the road. This new use of media was integrated on the Ticketmaster Australia site, serving as both captcha and behaviour-change tool to prove you are human.
Over the summer of 2015, ticket buyers to over 171 events did ‘The Human Test’. ‘The Human Test’ worked on the premise that no pledge equalled no ticket. Each affirmation was strategically aligned to a relevant event, giving powerful new meaning to buying tickets and the process of proving you are human online. Now proven, it’s seamlessly integrated into the functionality of Ticketmaster Australia, ready to be deployed on any TAC-sponsored or affiliated event.
With the fractured nature of media and the prevalence of ad blocking, targeting behaviour-change advertising to young adults is getting more and more challenging. To counter this, we created a whole new ad medium out of a native piece of site functionality – captchas on ticket websites – and created an interactive road safety ad that asked you to prove you are human in more ways than one.
In 2015, 35% of people killed on Victorian roads were under 30. Traditional media can only do so much to reach this audience, so the TAC had to create a new way to change their behaviour. ‘The Human Test’ worked on the notion that once someone writes down a belief and internalises it, they’ll go to greater lengths to ensure they keep it. Principals of choice bias and cognitive dissonance back up this claim. By reinventing this utility we created a new behavioural change tool served instantly to anyone planning to attend an event, using a piece of site interaction not typically utilised for advertising.