ANCAP

Vehicle safety is critical to reducing road trauma.

It is estimated that if everone drove the safest vehicle in the class of vehicle that they currently own, road trauma would drop by one-third overnight.

To help inform car buyers, the Australasian New Car Assessment Program (ANCAP) crash tests new cars and awards them a star rating for safety.

VicRoads wanted to increase car buyers’ awareness of these star ratings and the importance of buying a safe vehicle.

 

 

 

 

 

 

 

 

 

 

 

 

Creative agency: Marmalade Melbourne

So, we developed a press, outdoor and online advertising campaign targeting potential car buyers recommending that they consider safety and only buy cars rated four or five stars.

Independent market research showed that the ads were helping car buyers to make safer car purchases.  The results showed that 80 per cent of drivers saw the ads as being effective in prompting people to look into crash test results, while almost 50 per cent of drivers who previously ‘never’ looked into crash test results when buying a car said they were more likely to do so upon seeing the ads.

Drivers reported that the ads were informative and agreed that they would help consumers make a safer choice when buying their next car. The independent research also showed that more than any other age group, 23 to 34 year old drivers, showed an increase in correctly identifying four stars as the minimum safety rating for a vehicle recommended by ANCAP.  This age group is often difficult to successfully reach with safety messages. The campaign was also a hit with the advertising industry, with the campaign being repeatedly voted number one by AdNews online readers as part of the publication’s fortnightly survey.  The ads use humour to show crash test dummies resisting laboratory technicians so that they can avoid being used to test cars which are rated fewer than four stars.