Industry Today - Are you into it?
New Users - Register click here
To make a contribution to better road safety for scooter riders, a roadworthiness test is set to be introduced in January 2012. DEKRA Automotive will be proposing these tests and wanted to launch an awareness-raising campaign targeting young people and their parents to inform them about the new measure and give them some useful tips to ride safely.
To back it up, GCM Promo has designed a communication campaign using the whole range of gamification techniques, mixing a competition on Facebook, a viral buzz video on broadcasting websites (YouTube, Dailymotion…), all in an entertaining, off-beat style with plenty of fun to appeal to teens and build an attractive image around the brand.
Posted via Industry Today. Are you into it? Follow us on Twitter @IndustryToday
Operation: from Thursday 15 September to 15 October 2011
An entertaining, off-beat web awareness-raising campaign
Two characters been chosen to illustrate the campaign: "good guy" Granma Roxx, a funky, dynamic Gran with all the right safety equipment on her latest-model scooter, and "bad guy" Axel Air, a cocky teen with outdated gear… An off-beat video generating viral buzz on Youtube
Designed to create buzz around the campaign as a whole, the video shows our two heroes in combat, with Granma Roxx obviously coming through safely thanks to her safety gear! The message at the end, "The right gear wins the battle!" refers viewers to Facebook and an invitation to play…
"Scoot me", the Facebook game: a scooter and bike safety gear customisation game. The game takes the design concept of the video and again features its heroine Granma Roxx, alongside Axel Air, to get essential safety messages across.
The principle of the game is as follows: players are asked to customise a scooter and equipment (helmet, jacket, gloves) with colours and stickers…
It is a game that does not neglect the community aspect: the more the player generates buzz on Facebook (votes by friends, posting customised characters on their personal wall pages…), the more points and votes they win, thereby increasing their chances in the prize draw.
The prizes up for grabs are linked to the game's awareness-raising objective (a scooter offered by Peugeot Scooter and Dafy Moto safety gear). The environment for each of the components in the campaign has been designed using the same communication codes as the target audiences of DEKRA Automotive: names of the game and characters, bargaining chips, language (familiar tone…).
"The game mechanics use the latest gamification technologies: viral effects, collecting points and competing between friends, customisation and loyalty-building systems. The operation also confirms the role of games as a response to all marketing objectives," explains Nicolas Babin, GCM Promo Managing Director.
"Through this campaign, the key aim for the network is to raise awareness and inform young scooter riders about the risks they run and about the importance of the roadworthiness test for two-wheeled vehicles. One of the focuses of this road test, which will be mandatory from January 2012, is to check whether speed-governing systems have been bypassed. GCM Promo have helped us develop the right tools to reach a young audience," says Nicolas BOUVIER, Network Managing Director.
About GCM Promo
GCM Promo provides marketing support services for online promotional games campaigns, as well as producing its own gaming sites for a wide audience. GCM Promo provides offers clients a range of innovative solutions, and also constantly monitors the state of the market.
About DEKRA
DEKRA Automotive road vehicle test network has over 1,450 test centres run under the DEKRA, NORISKO Auto and AUTOCONTROL names. DEKRA Automotive is the subsidiary of a German group and boasts market share of 26% in France.
Contact Information
Nicolas Babin
GCM Promo - c/o Groupe ConcoursMania
353 Boulevard President Wilson
Bordeaux
33200
BACK TO TOP