We're All in this Together
the big idea
While drivers are usually the audience for seat belt messaging, we decided to expand that messaging to passengers, too!
First, we developed and produced new Click It or Ticket enforcement TV and radio spots which ran during the national May Click It or Ticket enforcement mobilization.
Then, we directly engaged with our audience through paid media tactics including sports marketing and live radio endorsements on radio stations popular with the fellas. Traffic report sponsorships during morning and afternoon drive times served to reach a large number of people at premium times when they’re behind the wheel. Plus, we placed ads on websites that consistently resonate with men.
But how did we get the attention of people actually in their cars? We started by routinely displayed an enforcement message on many digital message boards on highways and interstates around Arkansas.
But the REALLY cool idea was partnering with statewide fast-food restaurants to display branded Click It or Ticket window clings on their drive-thru windows — and send that message home with branded stickers on to-go orders.
CJRW coordinated partnerships statewide with local fast- food restaurants. Participating fast-food chains included:
Little Caesar’s Pizza