Addressing the rise in speeding-related fatalities
With speeding-related fatalities rising, a government agency partnered with KORTX to design a more practical approach to traffic safety campaigns. KORTX aimed to deliver impactful traffic safety awareness messages to the most at-risk drivers.
By leveraging data-driven insights, KORTX Intelligence identified vital regions and found innovative ways to target specific at-risk drivers. Combining localized messaging with advanced targeting strategies ensured our efforts reached the right audience at the right time.
The result? A campaign designed to save lives.
Challenge
How can we reach high-risk drivers & curb speeding fatalities?
To combat the rise in speeding-related fatalities in the US, KORTX and a government agency turned to innovative traffic safety marketing techniques to engage high-risk male drivers aged 18-44.
The objective was to reach and engage this demographic in regions with the most significant speeding issues, ensuring resources were directed where they would have the most impact.
Success
Localized strategy delivers standout campaign performance
The campaign achieved impressive results, highlighting the effectiveness of KORTX’s targeted and innovative approach:
- Enhanced Audience Engagement: Targeted outreach in high-risk areas led to engagement rates that surpassed industry benchmarks, ensuring the message resonated with high-risk drivers.
- Effective Market Penetration: High video completion and click-through rates reflected the campaign's ability to capture attention in both English- and Spanish-speaking markets, maximizing the reach and relevance of the messaging.
- Comprehensive Audience Insights: Leveraging dynamically optimized creative within the regional strategy approach, KORTX gained valuable insights into audience segmentation among males aged 18-44 in each location. This provided further insight into how the messaging resonated across key interests, including Pop Culture, Music, Gaming, and Sports.
Results
0. 71%
dynamic display CTR across 51 regions
82%
OLV video completion rate across 51 regions
0.17%
display CTR in the Hispanic Market across 24 regions
