Here, There & Everywhere (HT&E) has announced that the collaboration between Australian Radio Network (ARN) and Adshel to deliver a mass-reaching community service campaign for the Road Safety Commission of Western Australia that promoted safety between motorists and cyclists has achieved highly positive results.
In an Australian market-first, the businesses used cross-platform synching to target motorists throughout Perth with messages via both their radio and outdoor advertising digital panels.
Campaign creative ran across the Adshel Live digital network over a three-week period, with seven creative executions on rotation in 14 locations throughout the Perth CBD.
These messages were synched with ARN’s 96FM, so that when the campaign’s 30-second ads were on-air, the outdoor creative appeared simultaneously on Adshel’s digital network, amplifying the campaign across channels with sight and sound working together.
Case study research showed that 46 per cent of the population in Perth recalled being exposed to the ‘Might Be a Mate’ campaign on radio and/or outdoor. Of these people, 17 per cent saw and heard both ads when synchronised.
Significantly, 33 per cent said the campaign positively changed their attitude and behaviour towards motorists and cyclists sharing the road.
After the campaign, which was designed to save lives by humanising both cyclists and motorists to build mutual respect, 79 per cent of those who saw/heard it agreed ‘drivers must allow more room on the road for cyclists’.
Furthermore, 86 per cent agreed they need to be aware of cyclists on the roads as it ‘Might be a Mate’. This increased to 88 per cent and 89 per cent respectively for those exposed to both radio and outdoor.
Alisia Mumby, campaign project officer for Road Safety Commission of Western Australia, said: “Our campaign aimed to build empathy between Perth motorists and cyclists.
“HT&E presented us with this unique cross-platform media device, using their combined ‘away from home’ media assets to deliver an important safety message to our target audience in the most relevant context while they’re out on the road.
“The synchronised campaign was a novel ‘stop in your tracks’ execution that delivered elevated awareness amongst motorists. We were thrilled with the results.”
Tony Kendall, chief revenue officer at HT&E, said: “The ‘Might Be a Mate’ campaign is a perfect example of the opportunities we’re able to offer to clients by combining and leveraging our media assets across the HT&E group, amplifying messages across radio and outdoor, along with experiential activations and digital executions.