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Vehicle Safety
Before you look at a car look at how safe it is
Do you know that buying a safer car could save you or your loved ones lives?
MAC market research has shown that South Australian road users generally placed higher priority on luxury features, like sun roofs and mag wheels, than safety features that could save their lives. They did not consider vehicle safety until they had children. They also felt that they would be more likely to look for safety features if they had experienced a crash or near miss.
The Vehicle Safety Campaign aims to increase awareness of the value of vehicle safety features [in particular Electronic Stability Control(ESC) and curtain airbags]. It also aims to increase perceived value of vehicle safety features so they become a higher priority when purchasing a car.
Campaign message
The campaign urges road users to make their next car purchase a safer one. Before buying a new car make sure you check out how safe it is at www.howsafeisyourcar.com.au.
If your vehicle has Electronic Stability Control, you are less likely to run off the road and have a crash.
If your vehicle has curtain airbags, you and your loved ones are less likely to be seriously injured or killed in a crash.
The campaign targets people in the Market for their next car.
· Males 35-64 for new cars
· Males 25-50 for used cars
All advertising will direct potential car buyers to www.howsafeisyourcar.com.au where consumers can find information about vehicle safety features and discover the safety rating of their current or considered car.
Campaign elements
The campaign comprises print advertising in the Advertiser, Independent Weekly, Messenger and regional newspapers. As well as online on major car purchasing, researching sites and bus shelters.
Press ads – new cars
Press ads – used cars
Bus Shelters
Online
Related Links
