BRUTALLY SIMPLE THINKING
Simple Universally Recognisable Truth: When it comes to regular journeys, peoples’ primary goal is to get to where they’re going with the minimum fuss
Brand Truth: Certain journeys will be affected during the Games. Find out which ones and how to get around more easily at GAOTG.com
Proposition:Check your options to make travel easier for yourself during the Games
Initial results indicate that the campaign achieves the sweet spot between conveying the extent of travel disruption without creating too much negativity towards the Games: “It portrays a serious issue in a fun way”. “It seems quite amusing but gets the point across.” “It’s both humorous and advisory.”
Awareness of Games-time travel disruption and likelihood to have made a plan increases amongst those who have seen the advertising.
Respondents are also spontaneously remembering the Get Ahead of the Games website, the plan ahead message and specific creative and media.
As of the 16th March 2012 there have been over 350,000 visitors to the campaign website.