Inside my brain…
OK so looking back in my visual diary (where I scratch down all my thoughts and ideas) I have noticed a change in my thought processes and aims for this advertising campaign – especially after speaking to Nathan about it all again this week. I thought I would document this change here.
Last weekend I still had to decide on exactly what it was that I wanted to advertise. With my topic it is quiet easy to go for the typical “don’t do stupid things when driving” “ be a safe driver” type options. It was the path I felt like I was falling into – but I wanted to avoid this. Not only is it over done, but I would have to come up with something original and NOT done before! Difficult.
I then moved onto ‘what other kind of ads could I create?’ I decided to advertise to get people into the Shift program itself. Rather than trying to influence young drivers through the adverts I create – I can lure them in to the course first! THEN drill “safe driving” into their little brains through the Shift curriculum and hands on experience J - ultimately achieving the same goal.
What would draw them in? What can I promote that is going to appeal to them – and not seem like “Hey kids come do this course to be a better driver!” …with no incentive and no obvious immediate benefits for them – it aint gunna happen!
Think Marijke! And after bouncing ideas around with Nathan…
The solution! - Advertising the smaller beneficial parts of the Shift program, like basic self-car maintenance and knowledge. It’s these little skills that are going to save you money and time, ultimately very precious things. What young girl wants to be stranded on the side of the road when her tyre goes flat - stuck because she doesn’t know how to change it!? And what young guy wouldn’t love to be able to undertake minor service checks on his car - instead of paying a mechanic $400 bucks to do it for them?
This time and money can be spent on things that are a lot more fun! And there; we have an incentive.
