CASE STUDY
High-Impact Traffic Safety Awareness Campaign
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.
Campaign Snapshot
Challenge: How can we reach high-risk drivers & curb speeding fatalities?
Strategy: Data-driven traffic safety marketing where it matters most.
Success: Localized strategy delivers standout campaign performance
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
“We focused on maximizing campaign performance. From previous campaigns, we knew that removing the CTR threshold would help deliver sweepstakes submissions more efficiently. Retargeting audiences (1P data) consistently drives the best results.”
Gunnar Eisenmenger
KORTX Account Manager
Challenge
How can we reach high-risk drivers & curb speeding fatalities?
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.
Strategy
Data-driven traffic safety marketing where it matters most.
KORTX developed a targeted approach that went beyond the conventional practice of delivering ads to the largest states. Instead, KORTX Intelligence was leveraged to identify states with the highest incidence of speeding-related fatalities per capita, allowing for a campaign that prioritized impact over sheer reach.
This initiative required a creative approach to design traffic safety campaigns that resonated with a younger, high-risk demographic.
Key components included:
- KORTX Intelligence for Audience Targeting: Utilizing KORTX Intelligence, the campaign pinpointed states with a high propensity for speeding incidents, enabling precise outreach to high-risk areas and maximizing resource allocation.
- Dynamic Creative for Localized Messaging: The campaign used dynamic display and interactive video ads tailored to both English- and Spanish-speaking audiences across multiple regions. This localized messaging approach increased relevance and engagement, aligning the campaign with specific regional risks and language needs.
Success
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.
SHARE
VERTICAL
CPG & Entertainment
SERVICES USED
Custom Creative
Split Assist™
Axon Audience Framework
KORTX Intelligence
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