‘Experienced Drivers Wanted’. Are we passing our bad driving habits onto the next generation?
Working with a cast of 5 year olds, we encouraged the crashing toy cars, tailgating and generally getting ‘eggy’ with other ‘drivers’. The viral and its strong social sub text of how our behaviour effects children, was used to foster a dialogue about driving behaviours amongst active online social communities. Targeted Mother and Parent blogger groups were happy to champion the viral and engaged with AXA’s Respect on the Road campaign via Youtube and polling at facebook.com/irespecttheroad. Highly targeted creative, relevant content and a controversial topic led to an impressive social addition to the TV campaign.