PULLING POWER: MAKING ADVANCED DRIVING SEXY FOR IAM ROAD SMART…Consumer campaign of the year CIPR 2016 (and x5 other INDUSTRY WINS)

Our multi-award winning campaign (6 industry awards to be exact!) was charged with passion and saw the Institute of Advanced Motorists receive more than 1500 requests for an advanced driving assessment, 125 pieces of coverage and a 5% uplift in people who would consider taking an advanced driving course.

IAM is the UK’s leading independent road safety charity and hired us to help it engage with a younger audience (20-30 year olds), create an emotional connection and increase sign ups to its free driving assessments. Perception wise, IAM wanted to be seen as a more culturally relevant organisation with a commercial KPI of securing 100 driving assessment sign ups. Based on the insight that the dating scene is a big – and emotional – factor in the lives of 20-30 year olds, Tin Man got to the heart of the issue and devised a campaign called Pulling Power that would prove that bad driving was a three-point turn off when it came to dating.

We created films of male and female models driving well and badly and ran a live scientific experiment with TV psychologist, Jo Hemmings, measuring people’s body language, pupil dilation and pulse reactions to the contrasting videos.  The results were shocking – bad driving reduces attractiveness by 50% with 4 in 5 women physically turned off by terrible driving, particularly road rage.  For men, poor parking skills and those taking selfies at the wheel were the biggest turn offs. Overall bad driving increased pulse rates by 20% showing significant levels of stress.

Coverage spanned 12 nationals including The Sun, Daily Mail, The Times and even inspired a 10-minute segment on Nick Grimshaw’s Radio 1 Breakfast Show which was broadcast to 1.2m listeners. The accompanying YouTube video has since had 60,000 views and been tweeted to 5.1m followers.

Our evaluation found that 35% of younger drivers (18-35) had seen the coverage from the campaign and 51% would consider now taking a driving assessment or advanced driving course (a 5% uplift from pre-campaign).

And the commercial results…1500 sign ups for the Advanced Driving course (15x more than our original KPI).

Oh and did we mention the awards we won?…Best Consumer Campaign CIPR 2016, Best use of Media Relations CIPR 2016, x2 winner at PR Moments 2016 & Gold winner at EMEA Sabre Awards…

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