Class:
Internal Promotion/Budget
Objective:
To promote safe driving to all employees during the summer months.
Strategy and Execution:
Since employee
accidents increase over the summer vacation period, the advertiser
created awareness with the "Have A Safe Summer" contest. Initially,
each employee was handed a theme-imprinted audio cassette which
included eight songs relating to driving (e.g., Long and Winding
Road, Pink Cadillac, etc.). Between each song was a tip on driving
safety. Enclosed with the tape was a true/false strach-off card
which corresponded to four questions about driving contained in the
tape. Upon completing the scratch-off card, the employee received an
imprinted beverage holder and was registered in a drawing for larger
prizes. In addition, to make sure everyone listened to the tape, in
100 of these tapes, there was a secret message. Those holding a tape
with a secret message received an imprinted fanny
pack.
Results:
There was 70
percent participation and no reported accidents during the
promotional period.
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