Waka Kotahi & ACC

Drive Summer Campaign

Picture this. School’s out and the long summer days are filled with an itching desire to escape the house. It’s the perfect time for young drivers to hit the road.

It’s also the highest crash period. Waka Kotahi and ACC’s crash data paints a clear picture. Young males (15-24), in their first six months of driving solo, are the most at risk of killing or seriously injuring themselves on New Zealand’s roads.

Mission
The good news? ACC statistics also show that if young males use Drive.govt.nz they’re 40% less likely to hurt themselves on our roads. Our mission was to make learning and practicing driving skills as rewarding as possible.

Solution
We created the Drive Summer Series. A gamified campaign for young drivers to complete challenges, earn points, win prizes and get driving. The campaign was built around the idea of levelling up their licence. Every little action moved them towards their goal of getting behind the wheel.

Turning on summer

The comic book illustrations evoke lazy days driving along Marine Parade. They came to life with witty copy designed to drive audience engagement.

Gamified learning

The campaign focused on driver education, disguised by addictive games, challenges and of course prizes.

Seamless integration

Users earned points and prizes – all recorded on their own individual dashboard. This allowed players to track their progress and kick-start their inner drive.

Results

Over 200,000 young drivers took part and over 7,000 young Kiwi drivers were motivated to sign-up and start using Drive. The campaign was so successful we brought out a sequel a few months later – with the ‘Drive Winter Series’.

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