Art Direction
Despite a record-breaking low of traffic fatalities in 2019, and fewer cars on the road in 2020, deaths on Pennsylvania roadways have increased a whopping 15% over the past three years. Distracted driving is a leading factor in that increase. To drive behavioral change on the PA Turnpike, the creative team developed a fully-integrated public awareness campaign to remind drivers that driving isn't a game.
Billboards were placed along the 360 miles of roadway that form the Pennsylvania Turnpike to meet drivers where they are. To support the visual messaging, we produced audio ads for spotify that played in-queue with their roadtrip playlists and podcasts to drive the message home.
The combination of old-school video game animation style and sound design helped demonstrate the real-world impact that just a few seconds of distracted driving can make.
We also created a custom landing page for the campaign where Pennsylvania Turnpike drivers can learn more about the risks involved with distracted driving and pledge to drive safely and keep their focus on the road.
Performance:
The newly developed Distracted Driving campaign debuted with impactful messaging distributed across the Pennsylvania Turnpike with an integrated paid media mix structured to deliver real-time awareness in an effort to combat aggressive and irresponsible driving behavior on (and off) the roadway from a specific demographic (males ages 25-44). Overall, the campaign generated over 51.8 million Impressions consisting of 24.1 million Digital Impressions and 27.6 million Traditional Impressions. The campaign resulted in nearly 231.5 Clicks on digital vehicles with a .96% CTR and $.72 CPC.
