Challenge

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The National Heavy Vehicle Regulator, Australia’s regulator for heavy vehicle laws, are on a mission to make the roads safer for car and truck drivers. Young drivers are over represented in crash statistics with heavy vehicles. A notoriously difficult audience to reach, we had to educate them on how to drive safely around trucks with a message they couldn’t ignore.

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Solution

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Instead of just talking at them, we brought young learners and P drivers into the process, co-creating the campaign with them. We wanted to make sure it felt real and relevant to their world. So, we built on the "Don’t #uck With A Truck" brand platform and tapped into a simple but powerful idea: if you drive unsafely around trucks, you could end up dead, and that’s a pretty boring way to spend eternity, especially when all your friends are still having a good time.

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To ensure the campaign felt native and relatable, our social film approach played off current TikTok trends, but featured the ghosts of young drivers. Launched in the lead up to Halloween, these humorous scenarios brought to life the FOMO of being dead, while also imparting life saving driving tips.

Results

The campaign is currently in market and has been well received by our target audience, driving high engagement on TikTok - with over 2 million impressions in the first 2 weeks.