TFL MOTORCYCLE SAFTEY VIDEO

THE BRIEF:
Transport for London briefed CommentUK to create a high impact intervention to draw attention to the ATL commercial that was being flighted on national television and in cinemas. The objective was to communicate a very powerful message to an already jaded audience, make them sit up and take notice and create awareness of the real issues around motorcycle safety.

THE SOLUTION:
A Live In-Cinema campaign was created. Six teams of two performers in cinemas across London.

Click here to watch the video



THE RESULT:
720 live ads performed over a 4 week period at 6 London cinemas.

A 24 hour recall rate of 100% where the average recall rate for cinema commercials is 10% and 2% for television commercials.

Word of mouth rate at 1:4

Campaign magazine voted the commercial the 3rd best cinema ad of all time.

Extensive PR coverage including the 2nd slot on BBC news.

23% reduction in motorcycle fatalities