14 Sep 11

Scottish Government - Country Roads

Young men were dying on Scotland’s rural roads. Loss of control, caused by inappropriate speed, is the single most contributory factor.

Background
The Scottish Government needed to tackle this issue with young males in order to change their attitudes in the short
term and their behaviour in the longer term.

How MediaCom made a difference
Our young male audience were hugely overconfident in their driving abilities. Our media strategy ‘Fatal Distraction’ aimed to interrupt and distract our young male audience in the most invasive way possible in a bid to portray just how easy it is to be distracted while driving.

We supported high impact cinema activity with foyer X-box gaming stations which led to high dwell times for our audience. We needed to be part of their everyday routine - video gaming, online and mobile were all an integral part of our young males media consumption.

Results
Our target audience really understood the campaign message, showing that we achieved cut through at the right time, and in appropriate environments with 71% of respondents claiming it had an impact on their driving behaviour.