Spread­ing THE JAM

Traf­fic jams are the bane of our lives, par­tic­u­larly if you are liv­ing in Auckland, but sel­dom do we take per­sonal re­spon­si­bil­ity for it. Auckland Trans­port did, how­ever, man­age to get Auckland com­muters to do just this.

New Zealand Marketing - - Insight Creative -

The chal­lenge

Solv­ing con­ges­tion is a ma­jor ob­jec­tive of AT and the New Zealand Trans­port Agency (NZTA), but get­ting com­muters to take per­sonal re­spon­si­bil­ity for cre­at­ing traf­fic jams is a seem­ingly im­pos­si­ble task.

It’s well- known that Auckland has a ma­jor is­sue with traf­fic con­ges­tion and the lost pro­duc­tiv­ity that this causes. A study in 2014 found that the an­nual cost of con­ges­tion in Auckland was $ 1.25 bil­lion. Add to that the frus­tra­tion and an­noy­ance that it causes and the need for ac­tion be­comes ob­vi­ous.

The re­sponse

For the first time AT tack­led the is­sue of traf­fic con­ges­tion with a cus­tomer ed­u­ca­tion pro­gramme. A ‘Spread the Jam’ video was cre­ated, touch­ing on the ma­jor causes of con­ges­tion in a quirky and en­gag­ing way, al­low­ing them to pro­mote good driver be­hav­iour with­out be­ing seen to be ‘shak­ing a stick’ at mo­torists.

‘Spread the Jam’ an­swers the ques­tion of why mo­tor­way traf­fic slows down for no ap­par­ent rea­son. The video ex­plained ‘mys­tery jams’ in a funny and en­gag­ing way, mak­ing it ideal for shar­ing on so­cial me­dia. View­ers are shown that apart from sheer traf­fic vol­ume, the main causes of traf­fic con­ges­tion in­clude cut­ting-in, tail-gait­ing, rub­ber-neck­ing and dis­trac­tions, like cell phones used while driv­ing.

The video was ac­tively pro­moted through so­cial me­dia and was also pro­moted to young peo­ple pre­par­ing for their driv­ers’ li­cence. In ad­di­tion, Auckland Mo­tor­way Al­liance part­nered with Auckland Trans­port al­low­ing mo­tor­way on­ramp bill­boards to pro­mote ‘Spread the Jam’ and its as­so­ci­ated mes­sages.

The Re­sults

Just one pro­moted post for $ 159 on Auckland Trans­port’s Face­book site on 21 De­cem­ber 2016, and the video went vi­ral. It reached nearly 400,000 view­ers be­fore Christ­mas and was shared by 1,700 peo­ple. By the end of Jan­uary 2017, the video had reached over four mil­lion peo­ple, with 1.9 mil­lion video views and 28,000 shares. Nearly all of this early suc­cess was or­ganic.

In Fe­bru­ary 2017, sup­port­ing paid me­dia was used to en­sure ef­fec­tive reach of the Auckland tar­get au­di­ence. By the end of Fe­bru­ary, to­tal or­ganic reach on Face­book was 5,519,019 with an ad­di­tional 532,679 reached via paid Face­book posts. The video had been viewed 2,479,486 times.

An aware­ness study con­cluded that 45 per­cent of work­ing age Auck­lan­ders were aware of at least one as­pect o f the cam­paign. Of those, 95 per­cent agreed that it ef­fec­tively com­mu­ni­cates the mes­sage of main­tain­ing fol­low­ing dis­tances, 72 per­cent how ‘ mys­tery jams’ are formed, and 68 per­cent that driv­ers shouldn’t cut- in.

‘Spread the Jam’ was highly cost ef­fec­tive with a to­tal spend of less than $60,000.

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