DISTRACTED DRIVING CAMPAIGNCASE 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 16-25 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 214.2 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 18 - 25 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

STRENGTHS

Government-run insurance company Only car insurance company in BC (ICBC, 2012)

Large capital to back campaigns Annual premiums of approximately $3.7 billion (ICBC, 2012)

GLP discourages distracted drivingGraduates not allowed hands free devices (ICBC, 2013)

SITUATIONAL ANALYSIS

WEAKNESSESDamaged public image

Ranked worst in the country by customers in J.D. Power study (Griffen, 2012)

No proven effectiveness from campaigns34 per cent rise in tickets for distracted driving in 2011 (CBC, 2013)

Poor recognition of previous 180 Video Contest (Cleto, 2013)

SITUATIONAL ANALYSIS

OPPORTUNITIESIncreased Media Attention

Most high-profile, talked-about issue in road safety today (TIRF, 2011)

Rise in TechnologyDevelopers producing more apps for distracted driving (Mashable,

2012)

Support of BCAB Contributed $1 million in public service airtime (BCAB, 2011)

SITUATIONAL ANALYSIS

THREATS

Cellphone CompaniesMarketing usage of phones at younger age groups (Petrecca, 2005)

Smartphone market growing faster than expectedExpected to make up 54% of global cellphone sales in next year

(Mcmillan, 2012)

Cellphone AddictionCanadians becoming addicted and dependent on phones

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

GEOGRAPHIC

Lower Mainland

DEMOGRAPHICS

Aged 16-25

375,000+ are licensed drivers in BC (ICBC, 2012)

16-19 average $335 per week

20-24 on average $440 per week

TARGET MARKET - YOUNG ADULTS

DEMOGRAPHIC

• Friends have the biggest influence

• Lifelines are smart phones and social media.

BEHAVIOURAL

• 109.5 average texts a day (Nerney, 2011)

• Mostly Using Social Media and Youtube Apps (Quorus Consulting Group, 2011)

 • weekly average of 16.7 hours

online (Weaver, 2012)

ALTERNATIVES

BRAND IMAGE

ADVANTAGES DISADVANTAGES

Younger males, respond to negative social consequences

Humor can distract the receiver from the seriousness of the

message

44% of 16-to-24-year-old drivers say friends

are the biggest influence for curbing their texting while

driving (Collier, 2012)

Humor appeal is least motivational to change

behavior

Humorous messages were rated as more likeable than fear

messages in young adults (Lee, 2011)

Young adults who don’t care about social

acceptance

MESSAGE Social acceptance, it’s your call. Don’t text & drive.

SOURCEFriends in campaign

APPEALHumor & Rational appeal

It’s your call.

INHERENT DRAMA

ADVANTAGES DISADVANTAGES

Video games play a major role in

influencing young adults

Boomerang Effect

80 percent of Canadian teens play video games (Media Smarts, 2013)

Selective Listeners

Less dramatic and positive message can associate with positive

behavior

False pretense of reality

MESSAGE Stay focused, keep your eyes on the road

SOURCEIndirect Source -Video Game Scenario

APPEALRational appeal

Driving distracted isn’t a game

UNIQUE SELLING PROPOSITION

ADVANTAGES DISADVANTAGES

Fear appeal tend to resonate with younger

males

Young adults are desensitized by message

of death or injury

Me GenerationSense of invulnerability

among younger generation.

Fear appeal is most effective to change

behavior

Different levels of fear appeal motivate different

people

Drive & text, you could be next

MESSAGE Driving distracted can be deadly

SOURCECar along with young adult drivers

APPEALFear 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 fi rst print ad to be displayed

• Display on sides of busses in six cit ies

• Display ad in movie theatres before movies

• Run online and print advertising ti l l June 31st

PLAN OF ACTION

PHASE TWO 4 MONTHS (August –November)

• Mall campaign (Bil lboards & 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?