West Sussex County Council. Road safety campaign
"The workshops helped give us a clear insight into the values and motivations of young drivers in West Sussex. From this we had a strong foundation to become part of the online community and encourage behavioural change."
Pete Lawrence - Road Safety Manager
West Sussex County Council was looking for a creative social media agency to help them with a year long road safety campaign, dealing with drink driving, speeding, driving while using a mobile and wearing a seatbelt.
Working alongside advertising agency Zero 51 who are producing the offline adverts, Qube created an online campaign to target the age group, primarily 17-25 year old men, where they spend much of their time - on the web.
The challenge
A road safety campaign aiming to change the driving behaviour of 17-25 year old men is a complex task. Whilst traditional advertising is effective, the target group increasingly spend a great deal of time online.
Qube recommended targeting them in this space through the creation of a social media campaign online. The offline advertising was used to drive people's awareness and encourage them to interact online.
The results
The Don't Be a Loser campaign has successfully driven awareness of road safety issues in West Sussex since its launch in September. This campaign is ongoing until June 2010.
Due to its success West Sussex County Council has just re-commissioned Qube to continue the campaign for a second year.
What we did:
We delivered:
- Social Media Roadmap
- Social Media Marketing Campaign
Social Media Roadmap
Community mapping
We researched and mapped the target communities and influencers of young people across West Sussex. What social networks do they hang out on? What do they talk about? What are their interests? We used this information to help influence our campaign ideas and engagement strategy.
Marketing & PR plan
We developed creative approach to engage with young people including games and the user-generated content ideas around the concept of Scalextric.
Technical plan
We set out plans and information architecture for the microsite, game and social networking pages.
Social Media marketing campaign
Finding influencers with outreach
We conducted a series of workshops and briefings with influencers at Sixth Form Colleges in West Sussex to involve young people as advocates and volunteers in the programme. We ran an outreach campaign to online communities promoting the message through a game and competition.
Engaging people with social content and tools
We created the microsite and game to generate participation and a conversation point around the issues. The competition gave the campaign a viral effect as users passed it on.
Engaging people through social networks
We used social networks like Facebook and Bebo - where young people spend time - to create a presence and spread the word. We concentrated on engaging with young people where they already spend time before trying to get them to come to our microsite.
Email us or call us on 01273 689 672 to see how we can help you.