In Motion: Delivering Messages with Integrated Media Campaigns
Emily Del Favero
Since 2011, Idaho has had an average of 1,461 impaired driving vehicle crashes every year resulting in an average of 80 annual fatalities.
Idaho Transportation Department has partnered with DaviesMoore to develop integrated media strategies to get safety messages (like ‘don’t drink and drive’) to Idaho drivers. In late 2015, strategists at DaviesMoore presented an integrated media strategy to get an anti-drunk-driving message out to Idaho adults – beginning in March 2016.
The integrated media strategy included spots on TV and radio stations throughout Idaho as well as digital elements like Hulu spots, a digital display campaign, boosted posts on Facebook – plus a very unique approach to out-of-home (OOH). DaviesMoore leveraged the insight that people are intrigued by vehicle crashes and enhanced our integrated marketing strategy with OOH that utilized local towing companies’ flatbed tow trucks, a crushed vehicle from a drunk driving crash and a rigid banner with a simple message, “Drive Sober or Don’t Drive.”
TV spots reached 24% of Idaho adults (18-34) with an average frequency of two. Radio spots reached an average of 63% of Idaho adults (18-34) with an average frequency of six. Hulu advertising garnered 413K impressions with a 98.9% view completion rate. Digital display ads earned ITD 2.7 million impressions and over 2K engagements. And Facebook boosted posts reached 75K with 244K impressions and 1,653 engagements.
The crushed-car-on-the-tow truck OOH strategy grabbed attention, started conversations and received print, radio and TV news coverage. This OOH approach and related press release garnered the following earned media:
- News articles written by Fox News Radio 1310, Coeur d’Alene Press, Weekly News Journal, Channel 11 KMVT, and Tow Industry Week
- Radio news coverage from Fox News Radio 1310
- TV news coverage from Channel 11 in Twin Falls – KMVT