Protect What's Precious
Pavlova is Australia’s favourite Christmas dessert, and millions of pavs are driven to lunches all around the country at Christmas time. So Thinkerbell conducted research with 1,059 drivers to see if they drove safer with their kids in their car, or a pav. Then accelerometers, sensors and cameras tracked the actual driving behaviour of 20 families, over an eight-day period. And the results were staggering. The study dominated news over a busy Christmas period of impeachments, Brexit, bushfires and UK election results, with over 113 pieces of individual coverage, with 100% brand mention.
- PRIn-Market Campaign
Country
- Australia
Client
- NRMA Insurance
Chief Strategy Officer
- Adam Ferrier
Executive Creative Director
- Paul Swann
Group Account Director
- Catherine King
Chief Marketing Officer
- Brent Smart
Marketing Director
- Sally Keirnan
- Zara Curtis
Marketing Specialist
- Elizabeth Stokes
- Danielle Picker
Creative Agency
- Thinkerbell
- Colenso BBDO
Media Agency
- Mindshare
Data Provider
- YouGov Galaxy
Account Director
- Tarah Miller
Senior Account Director
- Natalie Duncan
- Laura Popa
Advertising Agency
- Thinkerbell
Pavlova is Australia’s favourite Christmas dessert, and millions of pavs are driven to lunches all around the country at Christmas time. So Thinkerbell conducted research with 1,059 drivers to see if they drove safer with their kids in their car, or a pav. Then accelerometers, sensors and cameras tracked the actual driving behaviour of 20 families, over an eight-day period. And the results were staggering. The study dominated news over a busy Christmas period of impeachments, Brexit, bushfires and UK election results, with over 113 pieces of individual coverage, with 100% brand mention.