VicRoads

WHAT’S STOPPING YOU?

Problem

While motorbikes wi...

th ABS brakes are widely available, riders in Australia have been slow to upgrade, even though the safety benefits are huge. With legislation mandating all new bikes must have ABS from 2019, VicRoads wanted to get riders to start the process of considering the change ahead of the legislation.

Solution

Our research led t...

o two insights about motorcycle riders that we needed to address. The first was that many riders have an immortality complex, and the second was that riders having an elevated opinion of their own riding skills – to the point of being openly against ABS and seeing it as danger. With this in mind, we developed an integrated campaign to directly challenge their assumptions, and to nudge them towards an ABS-fitted bike for their next purchase, by asking them ‘What’s Stopping You?’ Brought to life through cinema, online video, magazine and Pump TV, together with persona and segment targeted digital display and dynamic remarketing.

The Work

TVC - What's Stopping You?

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