Mantrol

Male drivers are still the primary offenders in speed-related crashes. They were at fault in 79% of speed–related crashes last year. As such, this new campaign primarily targets young male drivers (16–29 years) who account for 59% of all speeding drivers in fatal or serious injury crashes.

These lads are not boy racers. They're not driving deliberately recklessly – they've just grown comfortable with speed and they don't see any issue with going a little faster than others.

Guys naturally want to find out how much they can handle and where their limits are. These guys know they can 'handle' speed, and even if they get into strife they believe they're good enough to get themselves out of it.

Our intention is not to point the finger at these guys for driving badly, but to point out how to drive well – to explain the difference between a 'good' and a 'great' driver.

This campaign gives young guys an alibi to slow down. Part of being really good at anything is knowing when to dial things up and when to dial things down. Being a 'great' driver is knowing when to pull back to account for the conditions you can't control eg hills, bends, weather, other drivers etc.

Our approach

Humour is absolutely central to this campaign. It focuses on using humour to buy the audience in, before revealing our key road safety message. The essence of the entire campaign is centralised around the concept of the ultimate 'man kingdom' – a man's home away from home, a place where he is in complete control; where he can come to perfect his 'man skills' and grab that all-important 'man moment'. A place called 'Mandom'.

But it's not all fun and games. While these guys think that they're experts and have the man stuff sorted, there's still one important element that they don't have complete control of yet… their driving. They're not in 'Mantrol'! They're good drivers, but they're not great – being 'great' means knowing when to pull back. This is the message we are selling them.