road safety commission wa - rsc data... · · 2017-06-12© tns road safety commission wa speeding...

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Road Safety Commission WASpeeding Full Campaign Evaluation 2016 DRAFT REPORT

July 2016

Client Contacts: Alisia Mumby

TNS Contacts: Allison Grainger Wendy Chow

© TNS

Contents

5CampaignDiagnostics: Post-It Notes

20

2Background andMethodology

05

3Attitudes and Behaviour

10

4Overall Campaign Awareness

17

Speeding Full Campaign Evaluation 2016

6Campaign Diagnostics:Enjoy the Ride

33

1Summary 03

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1Summary


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Summary

1Nearly 8 in 10 respondents admit to driving over the speed limit occasionally or often.

Understanding of both the Post-it Notes and Enjoy the Ride campaign is very good, with all of the most frequently recalled messages from the ads consistent with the campaigns’ intended communications. 2

While both Post-it Notes and Enjoy the Ride campaigns by no means performs poorly among those who admit to speeding, it is generally rated lower among this group than among those who claim never to speed.3

Both campaigns show some signs of wear out, with the proportion of those ‘fed up’ with seeing the ads relatively high compared to previous RSC campaigns.4

Nearly 1 in 2 respondents claim to be less likely to speed after being exposed to either one of the campaigns. 5


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2Background and Methodology


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Background and Methodology

The Road Safety Commission (RSC) is re-launched two speeding campaigns, ‘Post-it Notes’ and ‘Enjoy the Ride’ aimed at reducing the number of people from speeding on Western Australian Roads. The campaigns target Western Australians aged 17 and over, particularly young males aged between 17 and 39 years old. These drivers are more likely to engage in high risk driving behaviours and are more likely to be involved in speed- related road accidents.

The “Post-it Notes’ campaign was first launched in February 2012. The campaign objectives are to: Remind and increase awareness of the consequences of

speeding, Increase awareness of speeding enforcement

The “Enjoy the Ride” campaign was first launched in March 2011. The campaign focuses on the benefits of slowing down when driving, rather than the negative impacts and consequences related to speeding. The ‘Enjoy the Ride’ campaign objectives include: Demonstrate taking a slower approach in life is more

enjoyable and to encourage a cultural and behavioural shift from ‘fast is better’ to being more relaxed and slow down;

Educate the community that there are no advantages to speeding and of the benefits of taking a slower approach in life.

A quantitative study was conducted in June 2016 after the most recent campaign activities took place on television, outdoor and online.

The aim of the research was to measure awareness and effectiveness of the campaign executions and assess their impact on knowledge, attitudes and behaviour of the target audience.

This report delivers the findings from the ‘Enjoy the Ride’ and ‘Post-it Notes’ campaign evaluations conducted in June 2016 and compares selected findings to the speeding campaign evaluations conducted in February / March 2016.

Western Australians aged 17+ years old

Dip Evaluation Full Evaluation

How 15 min online survey 15 min online survey

When February 22 to March 1, 2016

June 15 to June 23, 2016

Where from

ThinkField online panel

ThinkField online panel

Response 301 interviews 437 Interviews

Weighted by

Age by Gender, Location

Age by Gender, Location

Throughout this report, the green rectangles indicates a significantly higher score and the red rectangles indicates a significantly lower score at 95% confidence level within subgroups

Carried out in accordance with ISO 20252


6

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Achieved sample was weighted to 2011 location and age by gender census data.

Dimension Census%

Unwtdbase

Wtdbase

Metro Age &Gender

Male 17-29 9.82 24 43

Male 30-39 7.06 24 31

Male 40-49 7.10 25 31

Male 50-59 6.04 20 26

Male 60-69 4.52 18 20

Male 70 + 3.77 15 16

Female 17-19 9.40 24 41

Female 30-39 7.10 19 31

Female 40-49 7.30 24 32

Female 50-59 6.33 22 28

Female 60-69 4.61 18 20

Female 70 + 4.88 18 21

Subtotal 100 251 340

Total

Dimension Census%

UnWtdbase

Wtdbase

Reg / RemoteAge &Gender

Male 17-19 2.51 7 11

Male 30-39 2.15 9 9

Male 40-49 2.33 16 10

Male 50-59 2.10 21 10

Male 60-69 1.46 16 6

Male 70 + 1.06 15 5

Female 17-19 2.16 13 9

Female 30-39 1.94 16 8

Female 40-49 2.05 19 9

Female 50-59 1.86 21 8

Female 60-69 1.28 18 6

Female 70 + 1.15 15 5

100 186 97

437


7

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The second wave of the study was conducted in June 2016 after campaign activity took place on TV, out of home, online and radio.

*Note: Radio ad was not tested in the 2016 campaign evaluation. No billboard and bus executions for Enjoy the Ride campaign.

Metro only Metro and Regional Regional only


The Post-it Notes and Enjoy the Ride campaigns were aired on TV, radio, appeared online and out of home between late-January and July 2016. The strategy behind these timings and media channels was to ensure drivers had the opportunity to see or hear the messaging.

The number of impressions for both campaigns increased during school holidays, at the beginning of school terms, prior to long weekends and weekday mornings. Increased impressions aims to target drivers travelling from Perth to other parts of WA and vice versa; and act as a reminder to slow down at 40km/hr zones when children are back in school.

2015 2016

January February March April May June J

17 24 31 7 14 21 28 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3

Research

School hol

Long wkend

‘Post it notes’ and ‘Enjoy the Ride’ Campaign*

TV

Billboards

Buses

Online

Radio

Term 1 Term 2Summer hol

Aus Day Labour Day Easter ANZAC day WA day

8

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Media Rational for Post-it Notes and Enjoy the Ride campaigns


Television Post-it Notes and Enjoy the Ride video ads appeared on metro and regional TV – Network 7, Channel 9,

Channel 10 and SBS, GWN, Goolarri). The video ads were shown on mutually viewed programs such as drama, reality, news and current

affairs programs. The Post-it Notes video ad was aired in high relevancy moments – weekday mornings and start of term,

while the Enjoy the Ride video ad was aired during evenings and weekends in ‘less-stressed reflection’ moments of the week.

Online 30 second pre-roll ads were incorporated on news and weather websites, YouTube and Facebook. Social

media pre-rolls were used as an opportunity to target Males aged between 25 and 54 years old. Video pre-rolls were also incorporated on displays around maps, weather and holiday content to target

holiday drivers.

Outdoor Post-it Notes outdoor ads appeared on metro bus backs and billboards in regional areas. The campaign appeared out of home to reach drivers whilst driving to remind them to not go over the

speed limit. There were no outdoor executions for the Enjoy the Ride campaign.

Radio Post-it Notes campaign was aired on metro and regional commercial radio stations, skewing to weekday

breakfast, drive sessions and Sundays. This strategy was implemented to capture as many listeners as possible and remind drivers to stick to the speed limit.

Post-it Notes radio ad was not tested in the 2016 campaign evaluations. There were no radio executions for the Enjoy the Ride campaign.

9

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3Attitudes and Behaviour


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Nearly 8 in 10 respondents admit to driving over the speed limit occasionally or often. Those aged between 17-24 are slightly less likely to admit to speeding than older respondents.

SOURCE: A4. Which of these statements best describes you as a driver?BASE: Driver Full Evaluation n=430

78 7783 80

65

80 79 80 8076

Total(430)

Metro(247)

Regional(133)

Remote(50)

17-24years(32)

25-34years(71)

35-49years(115)

50+years(212)

Male(209)

Female(221)

% Admit to speeding occasionally/ often

Location Age Gender


11

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5

7

11

17

16

29

31

21

53

2

3

2

4

7

10

5

5

32

52

68

53

44

36

37

29

28

4

30

13

15

14

10

6

9

10

3

82

81

68

58

46

42

38

38

7

An accident at 70 kph will be a lot more severe than an accident at 60 kph

I sometimes speed by accident

Speeding is wrong because it is against the law

I’m more likely to avoid an accident if I always stick to the speed limit

One way of slowing down your life would be to drive within the speed limit

Driving can be used as a time to relax – an escape from our hectic lives

In general, its ok to exceed the speed limit by a small amount, if you’re driving safely

I am confident in my driving ability and I am able to handle driving over the speed limit

The penalties for speeding are not worth worrying about

SOURCE: A21 What extent do you agree or disagree with the following statements? BASE: All respondents: Full Evaluation n=434. Statements B, C, E, I asked only Drivers n=428-434

Strongly disagree Disagree Agree Strongly agree* *Ratings of 3 (midpoint)

excluded from chart


Speeding behaviour %Never (88)

Occas. /Usually (340)

81 83

59 87

77 65

72 54

56 43

38 43

15 45

22 43

9 6

%

Those who admit to speeding occasionally or often are significantly more likely to believe it is ok exceed the speed limit slightly and be confident in their ability to drive safely, even when speeding

12

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5

7

11

17

16

29

31

21

53

2

3

2

4

7

10

5

5

32

52

68

53

44

36

37

29

28

4

30

13

15

14

10

6

9

10

3

82

81

68

58

46

42

38

38

7












excluded from chart




81 83

59 87

77 65

72 54

56 43

38 43

15 45

22 43

9 6

%

They are also less likely to believe speeding is wrong “because it is against the law” and to believe in the potential benefits of not speeding.

13

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The target audience is less likely to agree that speeding is wrong “because it is against the law”, but more likely to think that driving can be used as time to relax

%


excluded from chart


Male 17-39%(64)

79

84

48

54

36

60

51

49

9

5

7

11

17

16

29

31

21

53

2

3

2

4

7

10

5

5

32

52

68

53

44

36

37

29

28

4

30

13

15

14

10

6

9

10

3










82

81

68

58

46

42

38

38

7


14

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57

30

26

24

23

20

18

17

17

11

Road signs are the most common ‘trigger’ for drivers to monitor their speed. Drivers who admit to speeding tend to be more cautious about how fast they are travelling when police and speed cameras are present in the area.

SOURCE: A9. What sort of things make you check what speed you are driving?BASE: All respondents: Full Evaluation n=437

*10% mentions or more

%

Road signs / speed limit signs

Police cars / police presence

Speed of other traffic / vehicles travelling at different speeds / other drivers

Speed cameras

Road conditions / weather

Driving in a school zone

Flow of traffic / congestion

Overtaking vehicles / other vehicles passing

Habit to check speedometer / natural response

Road layouts - Intersections / traffic lights / roundabouts / winding roads / lane merges




61 56

20 32

23 27

14 27

25 22

20 19

19 18

13 18

13 18

13 11

15

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57

30

26

24

23

20

18

17

17

11

Similar to drivers that admit to speeding, Males 17-39 drivers are more likely to check their speed if they see police and speed cameras while driving.

SOURCE: A9. What sort of things make you check what speed you are driving?BASE: All respondents: Full Evaluation n=437, Males 17-39: Full Evaluation n=64



Males 17-39 Top 3 Mentions %

Road signs / speed limit signs 56

Police cars / police presence 35

Speed cameras 32

%

Road signs / speed limit signs

Police cars / police presence

Speed of other traffic / vehicles travelling at different speeds / other drivers

Speed cameras

Road conditions / weather

Driving in a school zone

Flow of traffic / congestion

Overtaking vehicles / other vehicles passing

Habit to check speedometer / natural response

Road layouts - Intersections / traffic lights / roundabouts / winding roads / lane merges

16

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3Overall Campaign Awareness


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SOURCE: B1. Have you recently seen or heard any advertising about speeding? B2. Please describe in as much detail as possible the ad(s) you remember seeing or hearingBASE: All respondents: n=437, Full Evaluation n=437, Dip Evaluation n=301

49

17

1

64

19

3

Recently seen or heardadvertising

Current campaigns

Other RSC campaigns

% Yes


Full Evaluation Dip Evaluation

825 3

'Post-itNotes'

'Enjoy theRide'

Current campaigns‘Enjoy the Ride’ – Two male drivers. One travelling faster than the other. Together they meet at the traffic light

8%

"Slow down and enjoy the ride" 3%

Enjoy the ride / the driving experience / the trip 3%

Speed and you will get caught / Stick to the speed limit 2%'Post-it Notes' – People writing on post it notes remind themselves not to speed

2%

Policeman holding a radar gun / reminder to stick to the speed limit

2%

Other RSC campaigns

OK is not OK – Drink Driving 1%

49% of respondents indicated that they had recently seen or heard advertising about speeding, with around 1 in 5 respondents able to specifically describe Post-it Notes / Enjoy the Ride campaigns.

18

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8577

72

87

77 75

Either ‘Post-it Notes’ and ‘Enjoy the Ride’

‘Post-it Notes’ ‘Enjoy the Ride’

19

SOURCE: B3a. Have you seen this ad on any billboards or signs along the road before today?, B4a. Have you seen this television ad before today?, B5a. Have you seen this online ad before today?, B9a. Have you seen this ad on any buses before today?, B4b. Have you seen this television ad before today?, B5b. Have you seen this online ad before today?BASE: All respondents: Full Evaluation n=437, Dip Evaluation n=301; Males 17-39: Full Evaluation n= 64, Dip Evaluation n=38

% Recognition

Post-it Notes

Enjoy the Ride



85% of respondents recognise at least one of the campaigns when prompted. Recognition levels among the target audience are no different than among the full sample.

Males 17-39 86 85 81 73 66 80

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4Campaign Diagnostics:Post-it notes


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SOURCE: B3a. Have you seen this ad on any billboards or signs along the road before today?, B4a. Have you seen this television ad before today?, B5a. Have you seen this online ad before today?, B9a. Have you seen this ad on any buses before today?BASE: All respondents: Full Evaluation n=,437 Dip Evaluation n=301

77

68

2824

18

77

68

2014 14

Totalcampaign

TV Outdoor Buses Online

% Recognition

TV

Outdoor

Buses

Online



More than three-quarters of respondents recognise the Post-it Note campaign when prompted, showing no change in awareness since the dip evaluation. While TV remains the most recognised of the campaign executions, there has been an uplift in recognition of all of the BTL media.

21

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SOURCE: B3a. Have you seen this ad on any billboards or signs along the road before today?, B4a. Have you seen this television ad before today?, B5a. Have you seen this online ad before today?, B9a. Have you seen this ad on any buses before today?BASE: All respondents: Full Evaluation n=,437 Dip Evaluation n=301

77

68

2824

18

77

68

2014 14

Totalcampaign

TV Outdoor Buses Online

% Recognition

TV

Outdoor

Buses

Online



The fact that the latter improvement has not impacted on overall awareness suggests these media are not reaching a new audience, but will be reinforcing the campaign message across different touchpoints for those who are already aware.

22

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SOURCE: B3a. Have you seen this ad on any billboards or signs along the road before today?, B4a. Have you seen this television ad before today?, B5a. Have you seen this online ad before today?, B9a. Have you seen this ad on any buses before today?BASE: All respondents: Full Evaluation n=437, Dip Evaluation n=301

77 7874

63

79 78 76 7579

74 7178 77 7977 76

88

74

88

72

85

7379 76

7281

74

86

Total(437/301)

Metro(251/200)

Regional(136/51)

Remote(50/50)

17-24years(32/16)

25-34years(71/54)

35-49years(117/78)

50+years(217/153)

Male(210/144)

Female(227/157)

Never(88/76)

Occas. /Often(307/221)

1-4 kph(186/117)

5-9 kph(148/100)

% Recognition

Location Age Gender Speedingbehaviour

Avg. speeding level



Prompted awareness is marginally higher amongst the 17-24 and 35-49 age brackets, those who reside in regional areas and those who admit to speeding more than 5kph above the speed limit.

23

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53

29

18

16

14

6

5

5

4

4

The campaign is clearly well-understood by respondents, with all of the most frequently-recalled messages from the ads consistent with the communication goals of the campaign.

SOURCE: B6a. What are the main messages these ads are trying to tell you?BASE: All respondents: Full Evaluation n=437


% Message takeout

Slow down / do not speed

Speed and you will get caught

Slow down to avoid fines and demerit point deductions

Stick to the speed limit

Remind yourself not to speed / remind others to slow down

The consequences of speeding / you will face the consequences

Speed cameras / more speed cameras

Think of your family / your loved ones / friends

Slow down to avoid road accidents /save your life / others lives

Take some responsibility - drive responsibly


24

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53

29

18

16

14

6

5

5

4

4

Message takeout among Males 17-39 is fairly consistent with the general community, with the top two messages as ‘slow down and do not speed’ and ‘you’ll get caught for speeding’.

SOURCE: B6a. What are the main messages these ads are trying to tell you?BASE: All respondents: Full Evaluation n=437, Males 17-39: Full Evaluation n=64



Slow down / do not speed 60

Speed and you will get caught 28

Stick to the speed limit 18

% Message takeout












25

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Compared with the dip evaluation, the top two mentions remained consistent with the full evaluation.

SOURCE: B6a. What are the main messages these ads are trying to tell you?BASE: All respondents: Full Evaluation n=437, Dip Evaluation n=301


Dip Eval. Top 3 Mentions %


Speed and you will get caught 26

Stick to the speed limit 18


53

29

18

16

14

6

5

5

4

4

% Message takeout











26

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1

6

9

12

11

20

19

20

15

24

19

24

35

47

2

4

2

4

5

5

1

5

4

5

7

8

9

78

68

56

52

50

45

37

38

34

30

31

16

12

12

17

10

5

6

7

5

6

4

4

5

4

2

4

3

%

95

78

61

58

57

50

43

43

38

36

34

18

16

15

SOURCE: B7a. What extent do you agree or disagree with the following statements? BASE: All respondents: Full Evaluation n=437


excluded from chart




97 94

87 75

56 62

68 55

58 56

43 51

44 43

52 40

43 36

47 32

41 33

30 15

15 16

24 11

Easy to understand

Believable

Relatable

Made me think I should always stick to the speed limit

Made me think I should slow down when I’m driving

Relevant

Grabbed attention

Just like other road safety ads

Original

Memorable

Unique

Enjoyable

Getting fed up of seeing the ads

Told me something new

While the campaign is highly understandable and believable, it is not particularly enjoyable or novel. Those who do not speed tend to rate the ad higher than those who do.

27

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%


excluded from chart


Males 17-39 %(64)

99

74

50

54

53

55

36

50

39

23

36

18

23

17

1

6

9

12

11

20

19

20

15

24

19

24

35

47

2

4

2

4

5

5

1

5

4

5

7

8

9

78

68

56

52

50

45

37

38

34

30

31

16

12

12

17

10

5

6

7

5

6

4

4

5

4

2

4

3

61

58

57

50

43

43

38

36

34

18

16

15

Easy to understand

Believable

Relatable



Relevant

Grabbed attention


Original

Memorable

Unique

Enjoyable



95

78

SOURCE: B7a. What extent do you agree or disagree with the following statements? BASE: All respondents: Full Evaluation n=437

Campaign wear-out is slightly higher among the target audience and they also find the ads less memorable.

28

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There is no significant changes in any measure compared to the dip evaluation.

%

SOURCE: B7a. What extent do you agree or disagree with the following statements? BASE: All respondents: Full Evaluation n=437, Dip Evaluation n=299-301


excluded from chart


Dip Eval %(299-301)

94

76

66

63

57

63

45

48

38

41

32

22

19

12

1

6

9

12

11

20

19

20

15

24

19

24

35

47

2

4

2

4

5

5

1

5

4

5

7

8

9

78

68

56

52

50

45

37

38

34

30

31

16

12

12

17

10

5

6

7

5

6

4

4

5

4

2

4

3

Easy to understand

Believable

Relatable



Relevant

Grabbed attention


Original

Memorable

Unique

Enjoyable



95

78

61

58

57

50

43

43

38

36

34

18

16

15

29

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Level of wear out for the Post-it Notes campaign increased slightly since the Dip Evaluation, up from 12% to 15%.

SOURCE: B7a. What extent do you agree or disagree with the following statements? BASE: All respondents: Full Evaluation n=437 *Wear-out % is measured as nett: 4-5 (Tend to agree-Strongly agree)


Full Evaluation

Dip Evaluation

30

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SOURCE: B8a. After seeing and hearing these ads, to what extent are you more or less likely to …?BASE: Drivers: Full Evaluation n=426-428

Believe WA police are focusing on enforcing the speed limit

Think you are likely to have your speed checked by police or a speed camera

Monitor your speed while driving

Believe you are likely to get caught if you speed

Tell others to stick to the speed limit

Drive over the speed limit

3

2

2

4

7

33

3

1

1

3

4

14

48

48

44

42

29

4

19

12

12

11

7

1

% Likely

66

59

57

53

36

5


Much less Somewhat less Somewhat more Much more **Ratings of

3 (midpoint) excluded

from chart

Over half of respondents are more likely to monitor their speed and believe in the likelihood of speed enforcement and consequences, and belief in enforcement is even higher. Nearly 1 in 2 respondents claim to be less likely to speed after being exposed to the campaign.

31

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Notably, those who admit to driving over the speed limit are less likely to tell others to stick to the speed limit – a finding in line with the Deep Dives research.

SOURCE: B8a. After seeing and hearing these ads, to what extent are you more or less likely to …?BASE: Drivers: Full Evaluation n=437

% Likely




from chart







3

2

2

4

7

33

3

1

1

3

4

14

48

48

44

42

29

4

19

12

12

11

7

1

66

59

57

53

36

5

Speeding behaviour %

Never (88)


72 65

66 57

62 55

61 51

53 31

6 5

32

© TNS

SOURCE: B8a. After seeing and hearing these ads, to what extent are you more or less likely to …?BASE: Drivers: Full Evaluation n=437

% Likely


Males 17-39 %

(64)

56

58

49

46

26

7



from chart







3

2

2

4

7

33

3

1

1

3

4

14

48

48

44

42

29

4

19

12

12

11

7

1

66

59

57

53

36

5

There is little real difference in the intentions and beliefs around speeding among the target audience, compared the overall sample.

33

© TNS

Once again there has been no significant change in any of the measures compared to the dip evaluation

SOURCE: B8a. After seeing and hearing these ads, to what extent are you more or less likely to …?BASE: Drivers: Full Evaluation n=437, Dip Evaluation n=296-297

% Likely



from chart








3

2

2

4

7

33

3

1

1

3

4

14

48

48

44

42

29

4

19

12

12

11

7

1

66

59

57

53

36

5

Dip Eval %

(296)

68

58

54

50

39

5

34

© TNS

SOURCE: B4b. Have you seen this television ad before today?, B5b. Have you seen this online ad before today?BASE: All respondents: Full Evaluation n=437, Dip Evaluation n=301

72 71

12

75 75

5

Total campaign TV Online

% Recognition

TVC

Online



Recognition of the Enjoy the Ride campaign has fallen back very slightly compared to the dip evaluation, driven by a slight drop in TV awareness … recognition of the online advertising has actually improved significantly since the dip evaluation, but is obviously adding very little additional awareness to the overall campaign, over and above TV

36

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SOURCE: B4b. Have you seen this television ad before today?, B5b. Have you seen this online ad before today?BASE: All respondents: Full Evaluation n=437, Dip Evaluation n=301

% Recognition



72 72 7568

7566

73 74 73 7165

7469

7975 75

81

70

96

7179

7277

73 75 76 76 76

Total(437/301)

Metro(251/200)

Regional(136/51)

Remote(50/50)

17-24years(32/16)

25-34years(71/54)

35-49years(117/78)

50+years(217/153)

Male(210/144)

Female(227/157)

Never(88/76)

Occas. /Often(307/221)

1-4 kph(186/117)

5-9 kph(148/100)

Prompted awareness is significantly high among those respondents who admit to driving 5-9km above the speed limit

37

© TNS

49

33

33

22

10

9

9

6

2

The campaign is well-understood by the target audience, with all of the most frequently-recalled messages from the ads consistent with the communication goals of the campaign. Top three mentions among Males 17-39 are consistent with the general community.

SOURCE: B6b. What are the main messages these ads are trying to tell you?BASE: All respondents: Full Evaluation n=437, Males 17-39: Full Evaluation n=64




Enjoy the ride / the driving experience / the trip 33

Driving faster does not guarantee you will arrive earlier / There are no advantages to speeding

32

% Message takeout



Enjoy the ride / the driving experience / the trip

Relax / there's no need to rush

Speeding is stressful / Why stress ?


There is no point to speeding / not worth it

Speeding is unsafe / dangerous



38

© TNS

There has been no change in the top three mentions in the full evaluation compared to the dip evaluation.

SOURCE: B6b. What are the main messages these ads are trying to tell you?BASE: All respondents: Full Evaluation n=437, Dip Evaluation n=301


Dip Eval. Top 3 Mentions % Driving faster does not guarantee you will arrive earlier

46


Enjoy the ride / the driving experience / the trip 29


49

33

33

22

10

9

9

6

2

% Message takeout



Enjoy the ride / the driving experience / the trip

Relax / there's no need to rush

Speeding is stressful / Why stress ?


There is no point to speeding / not worth it

Speeding is unsafe / dangerous


39

© TNS

Males 17-39 %(64)

86

74

72

55

51

46

59

56

56

50

54

40

42

16

18

SOURCE: B7b. What extent do you agree or disagree with the following statements? BASE: All respondents: Full Evaluation n=437

%

Easy to understand

Believable

Relatable

Made me think I should slow down and enjoy my life more



Relevant

Grabbed attention

Memorable

Original

Unique

Enjoyable



Getting fed up of the ads

88

80

69

55

52

52

51

51

49

45

44

37

32

17

16


excluded from chart


Enjoy the Ride was felt to be understandable, believable and relatable overall, but it did not communicate “new” information to the audience

2

6

6

10

12

11

13

15

14

15

15

15

29

37

32

1

2

2

3

3

4

4

4

2

3

4

2

7

6

74

70

62

47

47

46

47

47

43

40

40

33

29

14

13

15

10

7

8

5

6

4

4

5

4

4

4

4

3

3

40

© TNS

SOURCE: B7b. What extent do you agree or disagree with the following statements? BASE: All respondents: Full Evaluation n=437

%


excluded from chart


Never (88) Occas. /Usually (341)

87 88

85 79

76 67

71 50

64 49

70 46

40 54

61 48

55 46

58 41

47 43

52 32

38 30

24 14

12 17


2

6

6

10

12

11

13

15

14

15

15

15

29

37

32

1

2

2

3

3

4

4

4

2

3

4

2

7

6

74

70

62

47

47

46

47

47

43

40

40

33

29

14

13

15

10

7

8

5

6

4

4

5

4

4

4

4

3

3

Easy to understand

Believable

Relatable




Relevant

Grabbed attention

Memorable

Original

Unique

Enjoyable




When compared with the general sample, respondents who claim never to drive over the speed limit have lower ratings of the campaign overall.

88

80

69

55

52

52

51

51

49

45

44

37

32

17

16

41

© TNS

There is no significant changes in any measure compared to the dip evaluation.

SOURCE: B7b. What extent do you agree or disagree with the following statements? BASE: All respondents: Full Evaluation n=437, Dip Evaluation n=299-301

%


excluded from chart


Dip Eval %(299-301)

90

80

72

62

56

55

56

48

47

46

42

39

28

14

20

Easy to understand

Believable

Relatable




Relevant

Grabbed attention

Memorable

Original

Unique

Enjoyable




88

80

69

55

52

52

51

51

49

45

44

37

32

17

16

2

6

6

10

12

11

13

15

14

15

15

15

29

37

32

1

2

2

3

3

4

4

4

2

3

4

2

7

6

74

70

62

47

47

46

47

47

43

40

40

33

29

14

13

15

10

7

8

5

6

4

4

5

4

4

4

4

3

3

42

© TNS

Level of wear has not increased since the Dip Evaluation. However, compared with other RSC campaigns launched between 2013 and 2016, wear out of the Enjoy the Ride campaign is relatively high.


SOURCE: B7b. What extent do you agree or disagree with the following statements? BASE: All respondents: Full Evaluation n=437 *Wear-out % is measured as nett: 4-5 (Tend to agree-Strongly agree)

Full Evaluation

Dip Evaluation

43

© TNS


Males 17-39 %

(62)

30

5

SOURCE: B8b. After seeing and hearing these ads, to what extent are you more or less likely to…?BASE: All respondents: Full Evaluation n=437

% Likely



from chart

Tell others to always stick to the speed limit


5

30

4

14

27

5

7

1

34

7

One-third of respondents are more likely to remind other to stick to the speed limit, and nearly half are less likely to speed as a result of being exposed to the campaign.

44

© TNS


SOURCE: B8b. After seeing and hearing these ads, to what extent are you more or less likely to…?BASE: All respondents: Full Evaluation n=437

% Likely



from chart


Never (88)


50 29

7 6

Tell others to always stick to the speed limit


5

30

4

14

27

5

7

1

34

7

Those who claim never to speed are significantly more likely to also tell others to do the same

45

© TNS 46

TNS Perth | Ground Floor, 24 Railway Road, Subiaco 6008 Western Australia | www.tnsglobal.com

Allison [email protected]+61 8 9489 4215

Wendy Chow [email protected]+61 8 9489 4210

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