Do not look away from the road
DEP has carried out the pre-test of the advertising campaign “Verano 2008 Conducción y distracciones”.
The Servei Català de Trànsit (SCT) (Catalan Traffic Service) of the Generalitat de Catalunya has launched a campaign to prevent accidents this summer 2008 with the slogan “Quan condueixis, mira la carretera” (“When driving, look at the road”). But first, he commissioned DEP conducting a pre-test of the various proposals made by communication agencies, to finally choose the most well considered by three groups of drivers of different ages.
This preliminary stage was carried out with the intention of knowing which of the spots got awareness among drivers of the many distractions there are when driving and which depend on our actions and willingness (the use of mobile, gps talking with a passenger, etc).
The pre-test of different ads is focused on knowing the reactions and the overall impression of the campaign, if the message was understood correctly, if it was clear, coherent and credible and also if it could change attitudes, images and behaviors. Other aspects were also assessed, such as the music, the voice, the jingle, slogan, and closing.
DEP had previously worked for the Servei Català de Trànsit (SCT) (Catalan Traffic Service) of the Generalitat de Catalunya in conducting a a post-test of its 2006 advertising campaign “CLAC i RUM”.