Sixth Sense

Bronze 2017
Queensland Department of Transport and Main Roads
Motorcycle Safety

Advertising Agency BCM
Creative Director Peter Goodall
Art Director Mike Rolfe
Agency Producer Shane Ford
Account Service Amelia Hall
Client Marketing Manager Kerrie Tregenza, Kris Crumption
Production Company Taxi Films
Editor Steve Thomas, BCM

Entry ID 9097

After a sharp increase in motorbike rider fatalities, it was clear that riders needed to be targeted with a different kind of message. A motorbike rider doesn’t want to be told to slow down. So instead of lecturing riders, we talked about the need for a sixth sense. Across digital and social media ‘Sixth Sense’ focused on the need to be attuned to road conditions and potential hazards. Knowing that riders are always interested in improving their riding abilities, we developed a series of online videos that gave them insights on how that could be achieved.

Motorcycle racing world champion Mick Doohan was enlisted as spokesperson. His fans quickly seized on the messaging, with impressive results:
– More than 1.2 million video views online.
– 94% agreed they could reduce their risk by employing safe riding skills. This was a 17% improvement over previous motorcycle rider attitude studies.

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