TCS Road Safety's campaign is named Campaign of the Month for the month of August. This award from Capture Media recognizes the outstanding performance of the campaign, which aims to address two different target groups. Motorists and adult pedestrians are to be made aware of their responsibility towards children.

Ad Engagement 1 for drivers:inside

An interactive quiz is developed for the target group of drivers, in which they can test their reactions in everyday traffic situations. The ad engagement is delivered via an environment-based and contextual targeting strategy. In addition, the ad is placed on highly trafficked media platforms to leverage its full potential. The use of demographic targeting ensures that only adults in the respective target regions are reached.

The quiz starts with an initial question that aims to illustrate that many drivers react incorrectly at pedestrian crossings. More than 41 percent of the engaged users click on the button "It's obvious". Surprisingly, more than 58 percent of the engaged users state on the start page that they have "no idea" and want to find out whether they react wrongly in traffic without knowing it when children want to cross the road.

On a second level, respondents can immediately show whether they know how to react correctly when a child is waiting at a pedestrian crossing. As expected, most respondents chose the correct answer "Stop completely" (12.1%), while just under 4% opted for "Wave at the pedestrian".

Not only is this interactive ad easy to use, but it was able to achieve an engagement rate of 2.82 percent (benchmark 2%).

On the last subpage, a messaging service with a competition is advertised, which makes drivers aware of the start of school with helpful tips.

Ad commitment 2 for adult pedestrians:inside

The second target group is adult pedestrians, such as parents and teachers, who should act as role models in pedestrian traffic. Here, the focus is on a broader target group that should feel addressed by the campaign. Delivery will also take place on highly frequented Swiss platforms as well as in family and car magazines. Demographic targeting is again used to ensure that the ads only reach adults in the respective target regions.

In this interactive display format, users decide on the correct behavior before a red light by moving a slider. More than 65 percent of users choose the exemplary behavior.

This approach proves effective and the campaign ends with an ad engagement rate of 8.3 percent (benchmark 2%) and a clickout rate of 1.03 percent.

The award is in recognition of TCS's creative and effective awareness campaign in August. It illustrates how the use of behavioral psychology models can help promote road safety and raise awareness of this important issue.

Responsible at TCS: Barbara Sutter (Campaign Manager); Responsible at Capture Media: Jan Bachmann (Business Developer), Valeska Pedrett (Digital & Analytics Coordinator), Leandra Cherella (Digital Design), Cindy Reber (Digital Design); Responsible at Farner: Manuel Jordi (Consultant) Irena Grunder (Client Lead), Lisa Allemann (Associate Consultant); Responsible at Blueglass: Deborah Bäbler (Digital Client Manager)