Some of the biggest gains to be made in reducing deaths and serious injuries are through improving the safety of the vehicles we drive. People are becoming more aware of safety features, but when they look to buy a new car we don’t want them trading off safety features for other perceived benefits.
How we get safety on the priority list at a moment of truth is key, so we’ve created a mobile friendly Rightcar website for customers. This enables them to access specific safety information on specific vehicles through the convenience of their smart phone.
The target audience
This campaign targets smart phone users that are in the market for a new car (new or used).
Our approach
Vehicle technology is constantly changing. Our mobile site promotion works in tandem with our Eggs campaign to increase people’s awareness of some of the newer safety features that are now available in vehicles.
Like Eggs, it encourages people to consider safety as a priority in their next vehicle purchase and directs them through to the Rightcar website. The Rightcar website aims to help vehicle buyers choose safer, cleaner and more economical cars. It contains data on safety, fuel economy and vehicle emissions to help them make that choice.
The campaign promotes the fact that you can check the safety of a vehicle on your smart phone through a user-friendly version of the Rightcar website.
Radio Radio advertising
Listen to our Powerful radio ad
Listen to our First car buyer (LeeRoy) radio ad
Listen to our First car buyer (Kimbo) radio ad
Listen to our First car buyer (Blane) radio ad
Online advertising
Web banners
Affordable
Tempting
Appealing
Roomy
Flash
Efficient
Shiny