Pimp Your Scoot (2010)
Pimp Your Scoot (2010)
Consumer road safety awareness campaign
We have been extremely happy with the work that TheAgency have produced. The “Pimp My Scoot” creative is perfectly targeted to the teenage market, and a real and relevant departure from the usual public sector communications.
Fatima Ahmed
Marketing Manager – Road Safety
Brief
Addressing the increasing number of young scooter rider casualties has been steadily rising up the government road safety agenda. With the majority of scooters being sold to 16-year old male and females, their ownership has become as much a social club as a mode of cheap transport. However the MTV generation are the toughest audience to reach, especially with a safety message.
Key Insights
Public road safety campaigns often fall short, and the public sector notices turn off youth audiences. The shock tactics of the 90’s no longer work with this demographic, and campaign stand out can rarely be achieved without a strong creative hook, and compelling proposition. The key was to look at current pop culture, and see if we could borrow “brand equity” from celebrities or shows, and step away from the traditional public sector notices.
Our Approach
To hit the brief, and develop relevant stand-out creative, we asked a junior college creative team to work alongside our in-house teams, providing them with work experience, and giving us direct access to a youth research group.
Our Solution
By engaging motorcycle and scooter retailers we incentivised uptake. We promoted this through radio, press, poster and POS, with a relevant hook that was completely different to any other government safety campaign.
Results
We’ve delivered record-breaking sign-ups for the safety course and are now planning a national roll out with Transport For London (TfL).
Outdoor advertising, community posters and radio
Point of sale
Direct mail
