Mistakes

IPA Effectiveness Awards Case Study 2016


Most speeding drivers believe they’re skilled enough to exceed the limit; everyone else is the problem. This New Zealand anti-speeding film relied on this assumption for its impact, gaining international fame. More importantly, it created a conversation about speed amongst people who had stopped listening. In the first year after the campaign launched, average speeds on New Zealand roads fell by an average of 0.4km per hour, projected to reduce NZD 46m from the cost of accidents. Using a conservative estimate that 10 per cent of this saving was attributable to communications, the campaign is estimated to have returned NZD 1.6 for every NZD 1 invested.

Click to purchase this case study >

“The major lesson learnt was to find something we can agree with our audience on, rather than fight against people’s beliefs and blame them as we’d previously done. The emotional core of the story was a universally recognised truth.”

Rachel Prince, Principal Advisor: Network User Behaviour, Access and Use Group
New Zealand Transport Agency

Winners 2016

Gold Winner

The Tim Broadbent Prize for Best International

Title

Mistakes

Brand

Speeding (New Zealand Transport Agency)

Client

New Zealand Transport Agency

Agency

Clemenger BBDO Wellington

Principal Authors

  • Linda Major - Clemenger BBDO Wellington

Contributing Authors

  • Matt Barnes - Clemenger BBDO Wellington
  • Paul Graham - New Zealand Transport Agency
  • Matt McNeil - OMD Wellington
  • Rachel Prince - New Zealand Transport Agency

Credited Companies

  • Clemenger BBDO Wellington - Creative Agency
  • OMD Wellington - Media Agency

Great use of channels, recognising the pre-eminence of TV to create a national debate on the issue, which is essential to realising such a massive behaviourial change. Andrew Geoghegan, Diageo

Shortlist 2018

Gold Winner

The Tim Broadbent Prize for Best International

Title

Mistakes

Brand

Speeding (New Zealand Transport Agency)

Client

New Zealand Transport Agency

Agency

Clemenger BBDO Wellington

Principal Authors

  • Linda Major - Clemenger BBDO Wellington

Contributing Authors

  • Matt Barnes - Clemenger BBDO Wellington
  • Paul Graham - New Zealand Transport Agency
  • Matt McNeil - OMD Wellington
  • Rachel Prince - New Zealand Transport Agency

Credited Companies

  • Clemenger BBDO Wellington - Creative Agency
  • OMD Wellington - Media Agency

Great use of channels, recognising the pre-eminence of TV to create a national debate on the issue, which is essential to realising such a massive behaviourial change. Andrew Geoghegan, Diageo

Mistakes

IPA Effectiveness Awards Case Study 2016


Most speeding drivers believe they’re skilled enough to exceed the limit; everyone else is the problem. This New Zealand anti-speeding film relied on this assumption for its impact, gaining international fame. More importantly, it created a conversation about speed amongst people who had stopped listening. In the first year after the campaign launched, average speeds on New Zealand roads fell by an average of 0.4km per hour, projected to reduce NZD 46m from the cost of accidents. Using a conservative estimate that 10 per cent of this saving was attributable to communications, the campaign is estimated to have returned NZD 1.6 for every NZD 1 invested.

Click to purchase this case study >