National Highways is running a second wave of its driving on motorways campaign as part of its response to the Smart Motorway Stocktake which reviewed safety on the tech-heavy stretches of road.
It aims to help increase driver knowledge and confidence when driving on smart motorways.
Similar to the first wave, a three-week digital advertising campaign using online film, social, search and digital display has gone live to drive the target audience of all drivers, to specific videos on the hub. This includes the 12 minute ‘hero’ video, containing everything road users need to know about driving on smart motorways, alongside several short videos on specific aspects of smart motorways including red X signs, live lane breakdowns, variable speed limits, emergency areas and how smart motorways work overall.
National Highways is also aiming to reach a young female aged 17-24 target audience with key messages to encourage confidence in driving on smart motorways and reaching out to disabled people through an influencer partnership with Purple Goat to increase confidence with disabled drivers.
National Highways says its main objectives are to:
- Raise awareness of what a smart motorway is and how to drive on one.
- Improve perceptions of safety on smart motorways.
- Reach the core target audience of all drivers with a separate focus on young women.
- Position and use the films on the hub so it becomes a central resource at National Highways on information about smart motorways.
It says the film and accompanying adverts have been customer-tested using in-depth interviews with unanimous positive feedback. The campaign will be fully evaluated and will inform future campaign activity, focusing on reinforcing key messages, addressing knowledge gaps and boosting driver confidence.
(Picture – National Highways)