A more modern marketing approach achieves impressive results, with a new digital-first campaign to provide insights for future targeted communications to reach key audiences.
Delivered across digital audio and social media platforms, the You Wouldn't Like It campaign encouraged audiences to Look Up, Slow Down, Take Care through roadworks.
In November 2021, we recognised the need for a different approach to tackling the issue of poor driver behaviour through roadwork sites. With a 17 per cent increase in crashes, roadworker fatalities and near misses, we needed to reach the audiences who were missing campaign messages.
Our existing platforms and traditional media channels were not reaching those in the 18 to 25 age bracket. Partnering with &Partners, we began exploring approaches for addressing this gap.
A digital-first campaign was initiated, challenging drivers to imagine the impact of people driving dangerously through their workplaces. Spotify users in the 18 to 25 age bracket, were for the first time, listening to a campaign challenging them to empathise with roadworkers.
The campaign was successful in reaching those otherwise unreachable audiences. All platforms achieved listen through rates well above the average benchmark of 75 per cent, with Spotify coming through as the top performing platform with an almost 100 per cent listen through rate.
Over the five-week campaign period, 96.4 per cent of audio was listened to from start to finish, 28 per cent above the average benchmark for programmatic audio.
The success of the campaign and its approach to reach, at relatively low budgets, otherwise marginalised audiences not only broadened our communications reach, but set the foundation for future digital media planning.