Stratacomm
Travis Austin
Senior Vice President
Stratacomm
Washington
District of Columbia
Educational or Promotional Campaign (greater than $100,000)
Drive Sober or Get Pulled Over - Tsunami
National Highway Traffic Safety Administration
NHTSA
Eddie Prentiss - Executive Creative Director
Stephanie Brown - Media Director
Anna Albert - Vice President
The Drive Sober or Get Pulled Over campaign seeks to reduce the number of drunk driving incidents on the road nationwide using a high-visibility enforcement (HVE) strategy. In 2020, we worked with NHTSA to develop updated creative to refresh the message delivery for this long-running safety campaign and planned two waves of paid media delivery - over Labor Day and the Winter Holiday time period.
The campaign's target audience is 21-34 year old men.
Full results from the Winter Holiday portion of the campaign remain pending as final reporting is currently underway. The Labor Day portion of the plan yielded 918 million paid media impressions across television, radio, digital and out-of-home channels to increase the visibility of the Drive Sober or Get Pulled Over message.
Production of the spot, including a video shoot in downtown Los Angeles, was completed over the summer of 2020 in the midst of the COVID-19 pandemic and coordinated a bi-coastal team of participants. Remote management of the post-production editing and CGI development overcame hurdles of the pandemic to deliver a WOW spot for the campaign. All told, the team created television, radio and display advertising for the campaign and executed a media plan that delivered nearly 1 billion paid media impressions in the Labor Day flight alone.
Overcoming the challenges of a global pandemic to orchestrate a bi-coastal remote production featuring drone shots and a skyscraper-sized wave of consequences crashing down to deliver a high-impact message about Drunk Driving? That's Tsunami.
https://strat.box.com/s/t5oy3zc4icjwxtmn6fzow6wmrfvadpta