DISTRACTED DRIVING CAMPAIGN CASE STUDY DISTRACTED DRIVING CAMPAIGN CASE STUDY PRESENTATION BY:

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DISTRACTED DRIVING CAMPAIGN CASE STUDY DISTRACTED DRIVING CAMPAIGN CASE STUDY PRESENTATION BY:

01. INTRODUCTION 02. PROBLEM STATEMENT 03. KEY FINDINGS 04. SITUATIONAL ANALYSIS 05. COMPETITIVE ANALYSIS 06. TARGET MARKET 07. ALTERNATIVES 08. SOLUTION 09. IMPLEMENTATION PLAN 10. CONCLUSION / QUESTIONS AGENDA

INTRODUCTION ICBC owned by the Provincial Crown Corporation of BC Since January 2010 ICBC has been trying to lower distracted driving ICBC has launched unsuccessful campaigns 100 fatalities due to Distracted Driving in 2012 (Bird, 2013)

PROBLEM STATEMENT What creative strategy will have the greatest impact amongst British Columbian drivers aged in order to lower the rate of distracted driving related accidents by 7% by May 31st, 2014?

KEY FACTS & FINDINGS B.C.’s Mobile Device Law - Section of Motor Vehicle Act 60 times per day is the average amount a teenager checks his/her cell phone (UPI.com, 2012) Young adults - 6.6% of all licensed drivers in B.C and account for 14% of all drivers involved in a crash.” (BCAA, 2013) According to BC Stats, percentage of cell phone owners is rapidly approaching the percentage of vehicle owners Cellphone use behind the wheel highest for year olds (Mchugh, 2012) Car crashes number one cause of teenager deaths across Canada ( Canada Government, 2012) New law placed leads to opposite reaction wanted - Issued 105,972 violation tickets in 2010 (RCMP, 2013)

SITUATIONAL ANALYSIS

COMPETITIVE ANALYSIS $50-$70 a month for a plan Kudo, Wind, Telus, Rogers, Bell Includes unlimited texting, data, evenings and weekends free Fido signing illegal contracts to under age teenagers

TARGET MARKET - YOUNG ADULTS

ALTERNATIVES

BRAND IMAGE MESSAGE Social acceptance, it’s your call. Don’t text & drive. SOURCE Friends in campaign APPEAL Humor & Rational appeal It’s your call.

INHERENT DRAMA MESSAGE Stay focused, keep your eyes on the road SOURCE Indirect Source -Video Game Scenario APPEAL Rational appeal Driving distracted isn’t a game

UNIQUE SELLING PROPOSITION Drive & text, you could be next MESSAGE Driving distracted can be deadly SOURCE Car along with young adult drivers APPEAL Fear appeal

SOLUTION

ALTERNATIVE 3 - USP SOLUTION Fear Appeal has high effectiveness with Young Adults Proper balance of fear in message Online access Usage of personal choice Strategic placement will reach audience best

PLAN OF ACTION PHASE ONE 3 MONTHS (May –June) Launch “Drive & text, you could be next.” campaign Release first print ad to be displayed Display on sides of busses in six cities Display ad in movie theatres before movies Run online and print advertising till June 31st

PLAN OF ACTION PHASE TWO 4 MONTHS (August –November) Mall campaign (Billboards & Dioramas) Re-emphasize use of social media

PLAN OF ACTION PHASE THREE 2 MONTH (December-January) Press Release Launch user generated App contest Tentative measuring

PLAN OF ACTION PHASE FOUR 3 MONTH (February-May) Revamp push of message Release radio spot Funeral commercial spot Announce winner from contest Release app for start of summer

CONCLUSION

QUESTIONS?