Campaign: Consumer - A cooler way to teach children road safety

Campaign: Texaco Road Safety Campaign
Client: Texaco
PR Team: Good Relations
Timescale: August-November 2007
Budget: £30,000

Texaco wanted to revisit its heritage of teaching road safety in a way that would prompt real behavioural change among young children and build customer loyalty among parents.

It introduced Hector, a young boy with a vivid imagination, who was brought to life by Oscar winners Aardman Animations in the form of a free DVD at forecourts and web content.

OBJECTIVES

To make Hector a famous and recognisable figure who is synonymous with road safety. To engage children and parents. To build customer loyalty through driving awareness/footfall for Texaco. To demonstrate Texaco's corporate responsibility role to make roads safer.

STRATEGY AND PLAN

The key was to introduce Hector as this generation's iconic road safety character. Road Safety Week (5 November 2007) and the end of British daylight saving time were used as hooks for radio interviews where road safety officer David Frost and child education psychologist Dr Pat Spungin discussed teaching children through engagement.

Parenting and women's media were targeted, as were the education and transport press. Profiles were sold in on the people behind Hector, and broadcast journalists were offered 'behind the scenes' case studies.

Children were encouraged to engage with Hector online through a competition. An advertorial was also placed in Britain's leading education publication - The Times Educational Supplement. Good Relations also took Hector on a tour of schools.

MEASUREMENT AND EVALUATION

Nearly 50 radio stations covered the campaign, as did several parenting magazines. Hector starred on ITV West News and ITV requested online rights to show the animations. Woman magazine told its 370,000 readers to 'Turn off your phones, sit back, relax and enjoy the Hector DVD'.

RESULTS

Hectorshome.com received 26,918 visitors, and feedback from Texaco franchise holders, road safety professionals and teachers has led Texaco to commit to develop Hector further.

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