{"id":987499412,"date":"2025-10-02T07:03:17","date_gmt":"2025-10-02T06:03:17","guid":{"rendered":"https:\/\/dev.say-u.com\/?p=987499412"},"modified":"2025-10-02T07:20:42","modified_gmt":"2025-10-02T06:20:42","slug":"case-study-how-a-new-zealand-speeding-ad-changed-global-behavior","status":"publish","type":"post","link":"https:\/\/say-u.pt\/en\/estudo-de-caso-como-um-anuncio-de-excesso-de-velocidade-da-nova-zelandia-mudou-o-comportamento-global\/","title":{"rendered":"Case study: how a New Zealand speeding ad changed global behavior"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-987499413\" src=\"https:\/\/say-u.pt\/wp-content\/uploads\/2025\/09\/21out.png\" alt=\"Overall behavior\" width=\"1110\" height=\"700\" srcset=\"https:\/\/say-u.pt\/wp-content\/uploads\/2025\/09\/21out.png 1110w, https:\/\/say-u.pt\/wp-content\/uploads\/2025\/09\/21out-480x303.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 1110px, 100vw\" \/><\/p>\n<p>Changing ingrained behaviors is one of the biggest challenges in marketing, especially when it involves something as personal and emotional as the way we drive. In 2014, the New Zealand Transport Agency (NZTA), in partnership with Clemenger BBDO, launched \u201cMistakes,\u201d an innovative awareness campaign addressing speeding on the road.<\/p>\n<p>What made this campaign so impactful wasn't just the <strong>c<\/strong>creativity, but the strategy of <a href=\"https:\/\/say-u.pt\/en\/the-advantages-of-integrated-marketing-communications-for-brands\/\"><span style=\"color: #e50c81;\">Integrated Marketing Communications (IMC)<\/span><\/a>behind the scenes. All touchpoints\u2014from video content to social media outreach\u2014worked cohesively to reinforce a single, powerful message: even good drivers make mistakes, and speeding reduces your margin for error.<\/p>\n<p>Instead of pointing fingers or using fear, the campaign encouraged <strong>empathy and reflection<\/strong>. And using the CIM as a foundation, he ensured that the message reached the audience in a way <strong>coherent and emotionally compelling<\/strong>, across all platforms and over time.<\/p>\n<p>This article is the last in our series on<strong> Integrated Marketing Communications (IMC)<\/strong>, based on the information in the book *Integrated Marketing Communications: A Global Brand-Driven Approach* by Philip J. Kitchen and Marwa E. Tourky.<\/p>\n<h4><strong>The Power of Reinvention<\/strong><\/h4>\n<p>\"<strong>Mistakes<\/strong>\u201dstood out because\" <strong>redefined acceleration as a topic of conversation<\/strong>.<\/p>\n<h4><strong>The key creative decisions included:<\/strong><\/h4>\n<ul>\n<li>A movie scene in which time stops just before an accident, allowing two drivers to <strong>Discuss it calmly<\/strong> the tragic outcome.<\/li>\n<li>A message from <strong>shared humanity<\/strong>: \u201cOther people make mistakes. Take it easy.\u201d.<\/li>\n<li>A <strong>emotional narrative<\/strong> which took even the most defensive drivers by surprise.<\/li>\n<\/ul>\n<p>When aligning the <strong>messages across all media<\/strong> (social, digital, social media, and traditional media), the CIM strategy ensured that the story was <strong>heard, felt, and shared.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Results that speak for themselves<\/strong><\/h4>\n<p>The campaign didn't just go viral; it changed attitudes and saved lives.<\/p>\n<h4><strong>Media and Public Engagement:<\/strong><\/h4>\n<ul>\n<li>More than <strong>12 million views<\/strong> on YouTube<\/li>\n<li>Thousands of <strong>positive and heartfelt comments<\/strong><\/li>\n<li>Featured by TED as one of the ten \u201cAds Worth Spreading\u201d worldwide<\/li>\n<li>Translated and adapted in countries such as France, Italy, and Australia<\/li>\n<\/ul>\n<h4><strong>Behavioral and social impact:<\/strong><\/h4>\n<ul>\n<li>73% of viewers reported a change in attitude toward speeding<\/li>\n<li>A 0.4 km\/h decrease in average speed on open roads<\/li>\n<li>Estimated reduction in social costs in the first year: $46 million<\/li>\n<li>ROI: a return of five dollars for every dollar spent<\/li>\n<\/ul>\n<h4><strong>Why Did This BMI Campaign Work?<\/strong><\/h4>\n<p>The \u201c<strong>Mistakes<\/strong>\u201dwas successful because of its <strong>Seamless integration of messages, media, and emotions.<\/strong><\/p>\n<h4><strong>Key factors in CIM's success:<\/strong><\/h4>\n<ul>\n<li><strong>Unified Messaging:<\/strong> Tom and <span style=\"color: #e50c81;\"><a style=\"color: #e50c81;\" href=\"https:\/\/say-u.pt\/en\/the-benefits-of-diversity-in-communications-and-marketing-teams\/\">consistent narratives<\/a><\/span> on all platforms.<\/li>\n<li><strong>Public perception:<\/strong> He acknowledged people's belief that they are \u201cgood drivers\u201d rather than challenging them.<\/li>\n<li><strong>Emotional narrative:<\/strong> He encouraged self-reflection without assigning blame.<\/li>\n<li><strong>Multichannel amplification<\/strong>: Shared organically and covered by news agencies around the world.<\/li>\n<li><strong>Cultural resonance:<\/strong> Easily translated across languages and borders.<\/li>\n<\/ul>\n<h4><strong>Lessons for Marketers and Communicators<\/strong><\/h4>\n<p>This campaign shows what can be achieved when CIM is more than just a buzzword\u2014when it is used to promote strategic clarity, emotional impact, and long-term behavioral change.<\/p>\n<h4><strong>Key findings:<\/strong><\/h4>\n<ul>\n<li>A <strong>Reformulation is powerful<\/strong>, especially when it is based on shared human truths.<\/li>\n<li>CIM guarantees that a <strong>great idea\u2014may it reach far and resonate<\/strong> at every point of contact.<\/li>\n<li>A <strong>storytelling<\/strong> Emotional responses lead to advocating for causes, not just raising awareness.<\/li>\n<li>Major campaigns are<strong> local in nature, but global in their potential.<\/strong><\/li>\n<\/ul>\n<h4><strong>Global influence beyond the briefing<\/strong><\/h4>\n<p>Although it was created for New Zealand, the \u201c<strong>Mistakes<\/strong>\u201dquickly became a<strong> a global leader in road safety advertising<\/strong>. Translated into more than a dozen languages and replicated in several countries, the campaign proved that, with a<strong> CIM base<\/strong> <strong>strong<\/strong>, a <strong>A single idea can travel around the world<\/strong>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Mudar comportamentos enraizados \u00e9 um dos maiores desafios do marketing, especialmente quando envolve algo t\u00e3o pessoal e emocional como a forma como conduzimos. Em 2014, a Ag\u00eancia de Transportes da Nova Zel\u00e2ndia (NZTA), em parceria com a Clemenger BBDO, lan\u00e7ou \u201cMistakes\u201d, uma campanha inovadora de sensibiliza\u00e7\u00e3o para a velocidade na estrada. O que tornou esta [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":987499413,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[101],"tags":[],"class_list":["post-987499412","post","type-post","status-publish","format-standard","has-post-thumbnail","category-4prgeeks"],"acf":[],"_links":{"self":[{"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/posts\/987499412","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/comments?post=987499412"}],"version-history":[{"count":8,"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/posts\/987499412\/revisions"}],"predecessor-version":[{"id":987499487,"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/posts\/987499412\/revisions\/987499487"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/media\/987499413"}],"wp:attachment":[{"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/media?parent=987499412"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/categories?post=987499412"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/tags?post=987499412"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}