Enigma Case Study – Transport for NSW

Case Studies Leadership Team Careers Life at Enigma News Contact

Advertising

Enigma’s full-service offering, from strategy to concept to production, has you covered. Think of it as a ‘paddock to plate’ kind of thing.

Find out more

Media

Enigma Media is an accredited national agency providing strategy, planning, buying and audience analysis. We’re also channel agnostic. Amen.

Find out more

Public Relations

Enigma’s PR team will help you develop engaging strategies, steer you through crisis communications and help you win that unfair share of positive publicity.

Find out more

Branding

With a particular expertise in place making, Enigma’s Branding offering means our world-class team of thinkers, designers and strategists really can put you on the map.

Find out more

Services

Concept

Production

Design

Advertising

Social

Digital

Sector

Website

View all case studies

Background

Most rural road deaths are caused by older, male country drivers. But their ‘ability’ to drive is a direct reflection of the role/status achieved in their family and community. They are employing denial but in reality, their excuses have no place on the road. We needed to gain acceptance into their communities to help them understand they are in denial, without affronting their ego and sense of self. But try telling a regional middle-aged Aussie he’s wrong…

Objective

To reduce road fatalities in regional NSW by positioning these drivers as community heroes. No mean feat.

‍

Campaign

PHASE 1 – Yeah...BUT
Establishing awareness of the issue

The launch of the campaign established awareness of the issues to our audience who were in active denial about their dangerous driving habits. This was brought to life in our campaign; ‘the road is no place for excuses’ which demonstrated the excuses that are made on the road and readily justified with a ‘Yeah...BUT’.

PHASE 2 – Yeah...NAH
Encouraging new behaviour

The follow-up campaign highlighted the potential consequences involved in everyday driving decisions and the ability of individuals to influence those consequences with their actions. This was summed up in the line ‘everyday decisions matter’. We flipped ‘Yeah...BUT’ to ‘Yeah...NAH’ with this phase encouraging a new, more empowering vernacular around making the ‘right choice’.

‍

Results

Message consideration hit an all-time high of 98%. In 2018, there were 27 fewer fatalities than the previous year and campaign recognition reached 72% in 2019 (10% higher than the research benchmark).

Advertising

Media

Public Relations

Branding

Menu

How Transport for NSW’s country roads campaign saved lives. 27 to be precise.