Drive Go, New Zealand’s only official learn-to-drive app, is the newest addition to the suite of products that make up the NZ Transport Agency’s and ACC’s Drive programme. To support the launch of the app, NZTA and ACC worked with Strategy Creative on a video campaign that is being released in cinema and on digital platforms over the next 8 weeks.
The campaign sees three young drivers and their coaches put through their paces across three scenarios that young people have told us they find challenging – parallel parking, roundabouts and overtaking.
These scenarios require tough judgment calls and show the emotions that a novice driver often internalises when making those calls.
Drive was launched in 2016 to help New Zealand’s most at risk drivers (in particular, 16-24 year old males) become safe and skilled drivers. During that time, Drive has become the go-to resource for learning to drive in New Zealand. Its existing products include the online interactive Road Code, Drive VR app and a toolkit for community-based driver education providers.
Drive Go makes learning on the go easy and has intentionally been released to coincide with the school holidays. Designed to be used by learner drivers and their coaches inside and outside the car, Drive Go helps learner drivers master key driving skills, prompts them to drive in a wide variety of conditions and helps their coaches feel confident that they aren’t unintentionally passing on ‘bad habits’.
One of the features of the app is a GPS tracking system that detects how much driving has been completed and in what environment. All of this works towards getting learner drivers ready for the restricted licence test and a lifetime of safe driving.
Says Andrea Amies, NZ Transport Agency: “Learning to drive can cause stressful situations for both learner drivers and their coaches. The app acts as a mediator between driver and coach to help bring calm to a relationship that’s often fraught with tension – something that will appeal to both teens and their parents.”
Each video shows a flashback scene where the young driver and their coach used the app before their lesson together. The ad then shows the driver recalling what he had learnt earlier and reinforces his confidence to successfully nail the manoeuvre.
The concept behind the campaign was workshopped and tested with the key audience group prior to production. This level of audience input has proved to be a huge part of the success of the Drive products over the last 4 years.
Strategy Creative creative partner Oliver Ward says that although the campaign is targeted at learner drivers, it’s something all audiences can relate to.
Says Ward: “With this series of videos we really wanted to exaggerate and play off the fears that are universally experienced by most learner drivers. I think the result is something we can all watch and quickly relate to and empathise with.”
The campaign was shot by Random Group director Matt Eastwood.
Says Eastwood: ”When James and the Strategy team reached out with the idea I knew something good was cooking. Drive Go is a great product from a great brand and it was a real joy working with Wellington’s best crew.”
Client: NZ Transport Agency & ACC
Agency: Strategy Creative
Media agency: Strategy Media
Creative director: Oliver Ward
Producer: James Manttan
Project Manager: Kristoffer Magadia
Production company: Random Group
Producer: Mark Westerby
Director: Matt Eastwood
DOP: Jaque Fisher
Production design: Florence Reilly-Wilson
Post production: Ben Wollen
Colourist: Jon Newell – Park Road
Post Sound designer and composer: Ant Smith
App design & development: Alphero