Schools out and the long summer days are filled with an itching desire to escape the house. It’s the perfect time for young drivers to get their licence.
We wanted to make learning and practicing driving skills as rewarding as possible, motivating young drivers to engage with the Drive platform.
We created the Drive Summer Series. It’s a chance for young drivers to complete challenges, earn points, win prizes and get driving. The campaign was built around the idea of levelling up their licence. Every little action they take goes towards getting behind the wheel.
The campaign referenced both the language of gaming and the aesthetics of comic books. The illustrated visuals evoke lazy days driving along Marine Parade. The work came to life across video, social, digital display and street posters.
We gamified the learning experience by integrating the campaign into the Drive platform. Asigning points to challenges via a dedicated dashboard. This allowed players to track their progress and kick start their inner drive.
Over 20,000 young drivers took part and over 6,000 young kiwi drivers were motivated to start using Drive for the first time.
The campaign was so successful we brought out a sequel a few months later – the ‘winter series’