As congestion rises - government figures show that around 26 million cars now clog up England's roads every day - road safety is a growing concern that generates further stress. Focus groups organised by Green Flag last year found that drivers link motoring associations with an increased sense of road safety. This prompted the company to devise a campaign focusing on driving-related stress.
To link the Green Flag brand with road safety. To position Green Flag as a point of contact for the media on specific road issues and to build a connection between safe driving and its sponsorship work with Classic FM, with whom it launched a free music CD.
Strategy and Plan
The research, conducted with charity organisation Brake and involving 1,097 participants, found that although 98 per cent of motorists think they remain calm behind the wheel, 78 per cent say they consistently drive under stressful conditions.
Aided by Brake, Green Flag conducted focus research designed to test motorists' ability to drive while stressed. The motoring organisation worked with Classic FM DJs to create a CD featuring music from composers such as Bach and Handel called Driving Classics. Stress squeeze-balls in the shape of trucks were also given out as promotional items.
Measurement and Evaluation
Since implementation, over 10,000 CDs have been given out to consumers and the media. Green Flag has achieved more than 80 items of coverage and, since November, hits to its website have increased by 25 per cent year-on-year. Alhough primarily a radio campaign, several television news programmes also carried stories about it.
Three major national newspapers, including The Times, and regionals such as London's Evening Standard ran stress-related stories and held CD-giveaway competitions. To heighten consumer awareness, the campaign was released on Stress Awareness Day, 6 November 2002. The company plans to do additional research on a range of different driving emotions later this year and intends to track changes in consumer attitudes since the start of the campaign.