- To Increase the awareness of on road safety
- A Digital Video Commercial (DVC) that communicates the same with an emotional connect without playing on the ‘Fear’ angle.
We began with the insight that as kids, we always loved to crash our toy cars, while boasting about how cool and awesome our fathers are. Hence, we came up with the idea of incorporating bad driving elements like breaking signals, not wearing the seat belt etc. in a Digital Video Commercial featuring kids, something that the adults will have an emotional connect with.
Studies have shown that Internet users watching digital videos have risen from 56% in 2008 to 75% in 2013; People streaming videos, watch ads for at least 20 seconds with an average completion rate of 87% says Emarketer. DVCs have 18% more recall than TVCs according to a Nielson report.
Result:YouTube channel on 11 September, 2014.
Within 4 days, our video received more than 100,000 views on YouTube. This was fuelled with media push in terms of True View ads on YouTube.
The ad was targeted with a similar TG of the brand (25+ Male & Female), and more than 22% of the complete plays was on the complete DVC.
The count on the DVC as of now is 100,606 and counting.