Road Respect

Vivid was challenged by Northumbrian Safer Roads Initiative (NSRI) to devise a Roadshow that would complement and easily integrate to their ongoing Road Respect (RR) campaign. Road Respect is about positively engaging with people and creating an internal imperative to change their behaviour.

The Brief in brief:

• Get in the face of young drivers with a hard hitting message, in a language they understand. Strictly no preaching. Make each participant an advocate of road respect and safer driving.
• Engage with people and promote discussion of issues
• Up beat, fun and energetic
• Positive self-imposed enforcement of speed and better driving behaviour
• Increase awareness/profile of Road Respect

Key insight and creative springboard:

• Insecurity - encourages passengers to either not get into a vehicle or ask to be let out. Giving girlfriends or boyfriends, for example, the confidence to say no and thereby creating peer group pressure.
• Authenticity, cool factor, appropriate media selection for audience - mobile phones / youtube / myspace, live face to face more subtle, less traditional routes to market

Vivid's Proposal - sCar Roadshow:

An ambitious objective to a difficult to impress target audience. Vivid could see that we needed to target ego and lifestyle - something that seems to be very important to young drivers (especially male) Vivid came up with the 'sCar' Roadshow - a highly visual and attention grabbing activity 9 date tour of the regions colleges, universities, town and city centres. We had a large Exhibition Van and set up a hospital bed with curtain etc. and had make up artists (dressed in doctors uniforms) applying fake scars to faces. This engaged young people who could experience first hand one of the possible outcomes of a road accident - facial scarring. We literally showed people the consequence of their actions using stunts like a professional make-up artist drawing highly authentic scars. We then took photos of the scars on a digital camera and printed out photos on the spot and uploaded them to the RR website - driving people to the website. These created a real buzz on campuses and in town centres etc. Young people were queuing up to get scars, sending photos on their mobiles to family and friends and experiencing reactions of passers by. We also used a computer-game style driving simulator housed in a modified safety camera van (supplied by client) to challenge young drivers where it hurts, their driving skills.

Results:

Many young drivers think that they are invincible and the greatest driver in the world. This campaign engaged them in the consequences of unsafe driving in an entertaining way with an entertaining message. Post Campaign research showed that not only did the Roadshow create a meaningful dialogue with target consumer group, it also broadcast the message, based on research, to 120k people. More than half who passed by actually visited the stand and engaged with the promotion.

'Engaging people and changing minds is difficult enough with a fun and sophisticated product, but discussing road safety is an uphill challenge. Vivid's creative approach aided the Road Respect campaign in overcoming barriers to deliver the important message about respect and safety on the road in a fun, energetic and witty way. The Road Respect campaign has continued to make an impact in the North East through the ingenuity of their promotional campaign delivery.' Jeremy Forsberg, Northumbria Safer Roads Initiative

UK Postcode Lottery

Launched in August 2005 in the North East, the UK Postcode Lottery engaged Vivid to fully manage their extensive Promotional Activities.

Objectives:

• Raise the profile of the UKPL brand in a positive way
• Explain how the lottery works, its features and benefits
• Sales - sign up the public to the Direct Debit scheme

Activity:

Promo Team touring the regions major cities and town centres, shopping centres, supermarkets and large scale public events with the Bus. This involves

• Promotions Team Management (recruiting, training, incentives, meeting targets, reporting etc.)
• Venue selection and liaison
• Logistics
• Management of Promotional vehicle - Open top bus
• Collateral and Merchandise sourcing
• Prize distribution. Delivering spot prizes to promotion winners
• Managing and attending weekly Jackpot Prize draw events
• Event managing Street Parties and other events
• Supporting PR activities
• Promotional Campaigns i.e. themed promotions cross promotions
• Procurement - Liaise and negotiate with local suppliers of media and services on behalf of UKPL: Print, Mailing, Distribution (inc. door drops), Radio, TV/cinema, Outdoor, Ambient etc.
• Traffic work through these suppliers i.e. artwork, press pass etc.