We were given the task of promoting responsible riding to Kentucky motorcyclists, including wearing helmets, protective gear, and taking rider safety courses – all in a state where all of the above are optional.
Approach
Rather than scold or scare our audience, we chose to address them in their own language, highlighting the joy of riding and using a visual approach that spoke to the outlaw in every rider – even if he is an orthodontist from Monday through Friday.
Results
The campaign created high awareness of the safety program, generating up to 4X the usual click-through rate on enthusiast sites.
