Motorcyclists are a vulnerable group of road-users. Drivers don’t see them. They have no protection around their bodies. 346 motorcyclists were killed or seriously injured on Western Australia’s roads in just last year.
They’re far from perfect when it comes to their own safety. Research shows that the majority of motorcyclists don’t need to be told what to do and how to stay safe on the road because deep down they already know – they just don’t practise it.
So rather than trying to tell them again, The Brand Agency made them think in a different way in its campaign for the Road Safety Commission. It made them think about what they wouldn’t do to be safe, using humour to get motorcyclists talking about their own safety.
In three executions, a reputable motorcycle shop was rigged with hidden cameras and stocked with a variety of ridiculous, fake safety products such as adult training wheels and an airbag fitted to the handle bars of a bike. The candid cameras captured real motorcyclists’ reactions – and triggered riders own conversations about safety.
Executive creative director, Marcus Tesoriero, commented, “I can’t believe we pulled this off so sweetly. The reactions from motorcyclists to our insane safety inventions were absolute gold. It really caught their attention and began a conversation about our clear, safety message. You don’t need any of the crazy stuff, you just need to wear MotoCAP approved gear, look for bikes with ABS and ride to the conditions.”
The videos are part of an integrated campaign which includes programmatic video, native video, social and display advertising.
Agency: The Brand Agency Perth
Executive Creative Director: Marcus Tesoriero
Copywriter: Lachlan Banton
Art Director: Niall Stephen
Agency Producer: Lauren Billingham
Strategy Director: Hannah Muirhead
Account Management: Brendon Lewis, Natalie Pearson, Evan Murie & Stephanie Gotch-Martin
Production Company: King Street
Director: Paul Komadina
Producer: Lauren Billingham
Post-production: Frances Elliott @ King Street
Post-production Behind the scenes: Peter Townsend
Audio: Mike Fragomeni @ Cue Sound
Client: Road Safety Commission
Assistant Director Strategic Communications: Roger Farley
Campaign Project Officer: Alisia Mumby