The ‘Distressed’ marketing campaign units out to help bikers recognize what should happen if they experience the incorrect garb. It functions as a fashion variety and price tag. In preference to displaying the apparel’s value, it displays several serious injuries a biker ought to suffer if they’re not carrying the proper tools. Early findings display the campaign is having a wonderful effect, and now it has scooped the ‘Best Content Marketing Campaign’ award at the Chartered Institute of Marketing’s (CIM) Marketing Excellence Awards 2019.
Peter Allen, Highways England’s Executive Director of Corporate Affairs and Communications said:
Bikers are most of the most susceptible on the street – this campaign is all about assisting them to be more secure. The intellectual and physical cost of no longer carrying the appropriate motorcycle garb can be far greater than the monetary fee, so we desired to pressure how critical it’s fair for our younger riders to really understand the want to be organized and to usually put on the proper clothing. I’m proud the marketing campaign has been recognized and continues to seize the imaginations of partner organizations and younger people throughout England.
As a part of the campaign, a pop-up saves changed into opened in East London, with the ‘distressed’ garb range. ‘Customers’ were filmed – together with their reactions when they realized what the fee labels noted. The movie was then used as content for the campaign, along with mock fashion pics featured on poster sites near twist of fate hotspots. The ‘Distressed’ garb variety is still being used to sell motorbike protection at activities across England.
The ‘Distressed’ campaign forms a part of Highways England’s goal to reduce the number of people killed or critically injured throughout the network by 40% via 2020. A survey after the marketing campaign of the target market – young motorbike and moped riders – had effective consequences. It showed: