Concept/Spec work for the Road Safety Authority
RSA 'I like It'
How do we get young guys to drive more safely on the road? This is a notoriously difficult group to get through to so the idea needs to be powerful enough to resonate with them and make an impact.
In order to get through to young guys, they need to be spoken to in a way that will make them want to listen. The idea is based on the understanding that guys care a lot about what girls think of them and also on the notion that how you drive can represent how you perform in bed (which is something that guys really do care about!). By associating fast driving with being bad in the bedroom or unpopular with ladies perhaps guys will take notice and change their behaviour.
In order to attract attention ads (online banners/billboards/press/social etc.) deliver a cryptic message that appears to be about sexual performance with a call to action to go to a microsite. On arrival to the site, visitors are invited to watch a video to find out what girls really think about their performance. The video, will begin with edits of different girls talking about how it makes them feel to be in a car with a guy driving too fast or out of control. It won't be clear at first that it is in fact driving performance, and not any other kind of performance that is being discussed. The ambiguity adds to the intrigue. After a few moments (10-20 secs) a frame will appear in the video explaining to the viewer what they are really watching. Then the video will continue with more detailed honest portrayals of their experiences. The video will end with an appeal to guys to please take more care on the roads, along with a short message below with young driver accident/fatality stats.
Another more playful engaging feature of the site is the inclusion of a quiz where guys can find out what their driving style says about them! Results can be shared socially to create more awareness of the site and to drive more traffic back to it. Participation will enable entry into a competition for a chance to win a prize, the suggested prize being a trip to Mondello Park to learn how to drive a race car around the track (under supervision). It might seem like a strange prize to offer given the topic, but actually is allowing the winner to learn how to drive fast in a safe environment, to respect cars and speed and develop a mature attitude to driving on the roads. By offering a prize that will appeal to the target audience we are again engaging rather than alienating them.
On the right of this section you can see a mock up design for a one page site (user scrolls down to reach 5 separate sections), online banner concepts as well as concept artwork.
My role: Concept generation, design, art direction, online banners, storyboard drawings and copy.