10 months, 9 campaigns, 1 objective – to reduce the number of KSI’s (Killed or Seriously Injured) on Hampshire roads. With a remit to reach all road users in Hampshire as well as target audiences ranging from teen pedestrians to commuters, we knew our campaigns needed to be clear, targeted and engaging.
To do this, we took an insight-based approach – taking the time to understand the priority target audiences for each of the campaigns and identifying their key interests and media habits to help build the best distribution strategy that would deliver results.
The carefully targeted campaign was amplified across a range of channels to reach our diverse audience, including Spotify and local radio, out of home – including 6 sheets and bus rears, and programmatic display, Instagram and Facebook. The campaigns achieved some great results, highlighted below.