Client: Spark Minda
Segment: Social Media Creative Engagement
Driving Road Safety Awareness In A Unique Style
Road safety is not a new topic. Yet as a helmet brand, it is an essential topic to endorse.
Spark Minda Helmet is positioned as the safety cap that gives you the confidence to live your passions.
This road safety week, the task was to bring attention to safety as a necessary adoption by everyday riders by creating:
A Fresh & Unique Campaign that will get audiences to notice the brand
Invite audiences to engage on its purpose of safety
Excite the youth to follow and interact with the page
Increase the followers through resultant endoresements
Our audience: the young everyday commuters on Indian roads.
Everyone knows helmets are for safety. Especially for the youth, that is a message that has become a blind spot. In fact, once they get on their 2-wheeler, they don't take any road rules seriously, leave alone helmets.
To get their attention, we needed something different. Our opportunity is to make safety relatable to everyday commuters in ways that go beyond the helmet. Pomelo studied their riding patterns and unearthed clear segmentations that summarized the different ways Indian riders commute:
Weaving (Riding like a snake)
Overloading
Using Mobile Phone (Texting, calling, music) while riding
Campaign idea: Roads are calling to change the way you ride.
A conversation between the Road & the Helmet calling out a problem
A brand calling out the segments will be no different than the authorities or any other responsible corporate advising people to do the right thing.
But we are not the actual sufferer. The most impacted by chaotic riding patterns is THE ROAD. So we made it the "VOICE OF PAIN". Calling out the suffering and frustrations it endures every day.
On the other hand, THE HELMET can only try to give one possible solution for safety. For wrong driving, it runs short of ideas. So we gave it the voice of SOLUTION SEEKER
Together they played the protagonist in the new series launched
Execution idea: Invite commuters to do what they do best… find new ways… to solve the safety issues.
With a one-of-its-kind social media campaign among its competition, Spark Minda Helmets tapped the funny bones of the Indian Youth with a series of animated comic Instagram Reels where we personified the ROAD & HELMET as female & male characters having a conversation on how to change the bad ways people ride on Indian roads.
Set to cover the perfect & relevant period of “National Road Safety Week in India”... We published a total of 3 Pre-Launch Reels, 3 Main Episode Reels, 2 Contest Posts & several stories in Hinglish language, which garnered a good response rate from our target audience.
RAC Teaser: Roads Are Calling
RAC Build-up: Outcry of a Road
RAC Trailer: Filmy Savior Helmet
RAC Episode-1: Weaving Riders
RAC Contest Post: Road Safety Month
RAC Contest Story: Check The Contest
RAC Episode-2: Overloaded Riders
RAC Episode-3: Phone-Using Riders
RAC Contest Winners: 3 Winning Comments
The Result
As a result, the audience enjoyed & engaged with the content by reacting to it with likes, shares & comments.
Total Reach: 5.17 Lakhs
Total Engagement Rate: 37.81%
Total Likes: 22.4K
Total Shares: 227
Total Comments: 49
With time & consistency, we wish to see a behavior change. The brand is committed in making this an ongoing rallying cry, which can improve the etiquette of Indian riders on-road.
This campaign ROADS ARE CALLING will continue,
We welcome you to: LIKE | SHARE | COMMENT
