RAC Western Australia: The attention powered car
Campaign details
Agency: JWT (Perth/Sydney)Advertiser: Royal Automobile Club of WAAuthor: Angela Morris and Kat Paphitis
Executive summary
The Attention Powered Car
This was a double challenge – improve road safety (usually a negative message to 'at fault' drivers), with a campaign that also makes the WA public feel so good about the RAC that it drives relevance and recommendation.
We identified a neglected road safety issue that side stepped the blame game – driver inattention. And invented a world first: an Attention Powered Car. A moving laboratory to...