Tracy Arthur, RTA, case study - pimpourads.com

Issue: how do you reach young people, GenY, on traffic safety messages. Answer: get them involved in a competition to develop their own safety messages at pimpourads.com

Agency video has a US accented voice over? Lot of hip hop!
 
Put stickers in young people's stores, created buzz incl in media. 7,900 safety ads were created. 1.5% of young drivers in Aust created ads. Campaign 'covered' on 120 blogs. 32k visitors to the site in six weeks.  6.3% of target audience. Dramatic reduction in p-plater deaths and accidents.

Not branded RTA because of seriousness of problem and the idea that the Government telling young people to do something wouldn't work it had to be peer to peer to work.

Budget for 6 week campaign was $A60,000 - sounds like very good value for money. The stickers cost $11,000.