DISTRACTED DRIVING CAMPAIGN CASE STUDY

PRESENTATION BY:

AGENDA

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

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 driving

Graduates not allowed hands free devices (ICBC, 2013)

SITUATIONAL ANALYSIS WEAKNESSES

Damaged public image Ranked worst in the country by customers in J.D. Power study (Griffen, 2012) No proven effectiveness from campaigns 34 per cent rise in tickets for distracted driving in 2011 (CBC, 2013) Poor recognition of previous 180 Video Contest (Cleto, 2013)

SITUATIONAL ANALYSIS OPPORTUNITIES

Increased Media Attention Most high-profile, talked-about issue in road safety today (TIRF, 2011) Rise in Technology Developers producing more apps for distracted driving (Mashable, 2012) Support of BCAB Contributed $1 million in public service airtime (BCAB, 2011)

SITUATIONAL ANALYSIS THREATS

Cellphone Companies Marketing usage of phones at younger age groups (Petrecca, 2005) Smartphone market growing faster than expected Expected to make up 54% of global cellphone sales in next year (Mcmillan, 2012) Cellphone Addiction Canadians 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

It’s your call.

MESSAGE

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

SOURCE

Friends in campaign

APPEAL

Humor & Rational appeal ADVANTAGES Younger males, respond to negative social consequences DISADVANTAGES 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

INHERENT DRAMA

Driving distracted isn’t a game

MESSAGE

Stay focused, keep your eyes on the road

SOURCE

Indirect Source -Video Game Scenario

APPEAL

Rational appeal ADVANTAGES Video games play a major role in influencing young adults DISADVANTAGES 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

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 ADVANTAGES Fear appeal tend to resonate with younger males Young adults are desensitized by message of death or injury Me Generation DISADVANTAGES Sense of invulnerability among younger generation. Fear appeal is most effective to change behavior Different levels of fear appeal motivate different people

SOLUTION

ALTERNATIVE 3 - USP

• Fear Appeal has high effectiveness with Young Adults • Online access • Usage of personal choice • Strategic placement will reach audience best

PLAN OF ACTION PHASE ONE

3 M O N T H S ( M a y –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 M O N T H S ( A u g u s t –November) • Mall campaign (Billboards & Dioramas) • Re-emphasize use of social media

PLAN OF ACTION PHASE THREE

2 M O N T H ( D e c e m b e r - J a n u a r y ) • Press Release • Launch user generated App contest • Tentative measuring

PLAN OF ACTION PHASE FOUR

3 M O N T H ( F e b r u a r y - M a y ) • Revamp push of message • Release radio spot • Funeral commercial spot • Announce winner from contest • Release app for start of summer

CONCLUSION

QUESTIONS?