Department of Transport unveils new ‘THINK!’ campaign with BlisMedia
The Department of Transport has rolled out a new campaign as part of its ‘THINK!’ initiative, aimed at male motorists aged between 18-29 years.
The campaign, created by BlisMedia, looks to warn of the dangers of drinking and driving, and will look to target mobiles devices connecting to the internet with an interactive ad acting as a ‘scratch card’ unveiling the impact drink driving can have on their lives.
Using Infinity+ Blis’ proprietary real time bidding (RTB) platform with market-leading technology, the company is able to target users based on their location and demographics in real time enabling Blis to deliver highly targeted advertising.
Greg Isbister, CEO and founder of BlisMedia said: “Provisional data shows that drink driving death rates are 25% higher than in 2011 and we were keen to raise awareness of the risks using our intelligent targeting technology to try and help reduce this figure. We have proved with previous campaigns that targeting audiences according to their location, demographic and at the right time of day significantly increases the click through rate (CTR) of digital campaigns.”
The media planning was handled by M4C.
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