Auckland Transport tackles annual road death toll with launch of road safety campaign via Ogilvy
Auckland Transport has teamed up with Ogilvy New Zealand to release ’64’, a road safety awareness campaign that draws attention to the significant increase Auckland has seen in its annual road death toll and the associated link between speed with deaths and serious injuries.
Every week, at least one person dies on Auckland roads. Since 2014, there has been a 70% increase in people being injured or dying, as a result of speeding in Auckland.
This reached its peak in 2017, with 64 road deaths across the year in Auckland alone. A staggering number for any one city or town in New Zealand to have.
“The idea came from the insight that, sadly, when you hear about one person dying on Auckland roads, you don’t realise how big of a problem it is. But if all those people died on the same day, it would be recognised as a national disaster”, says Regan Grafton, Ogilvy Chief Creative Officer.
“To put that into perspective, when one person gets up and leaves the theatre, you don’t bat an eyelid, but when 64 people do, you really pay attention.”
Adds Mark Sharman, Auckland Transport, Marketing Services Manager: “Many drivers have become desensitised to gruesome ads. Scaremongering and reprimanding doesn’t work, so we needed a fresh way to get people to slow down. Ogilvy approached this brief with a unique proposition that has been highly effective and seamlessly executed.”
Chief Creative Officer: Regan Grafton
Executive Creative Directors: Lisa Fedyszyn and Jonothan McMahon
Creatives: Cece Chu and Rupert Hancock
Group Account Director: Maggie Antone
Account Director: Chris Hotchin
Producer: Victoria Millan
Head of Post: Martin Spencer
Sound Engineer: Keegan Meiring
Media: Helen Breckon
3 Comments
Who apart form the paid actors in that cinema and those in the advertising industry watching this dribble will actually be exposed to this ‘concept’?
FFS have we forgotten what making ads for the public actually involves?
@huh, what about the rest of the audience in the cinema who probably went home and told their family and friends? Let me guess, your idea would be a good old fashioned piece in the paper and a grizzly crash scene on the tele? cos that really gets people talking….
Tens of people had their minds blown today when they inadvertently stumbled into a lame marketing stunt. “We just came in to watch Transformers 7.” said Rick from Auckland. “First we were surprised that so many other people had also come to watch the film. Then, all of a sudden we came on the screen! It was like a skype call. And then these people had lights put on them and then left the cinema! Before the film even started!! In hindsight I wish I’d left too. The movie was rubbish.”