The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
Midpoint presentation
1. DVLA: THINK!
• DVLA set up the “THINK!” campaign to raise awareness of the risks of careless driving; I’m
focusing on the risks of using a mobile phone while driving in particular.
• The issue
• Too many people unaware of the real risks
• People think it’s okay to use their mobile phone while driving, knowing it’s illegal, particularly
while stationary.
• The impact
• More car accidents than if people stopped using their phones
• Detrimental effects on families and friends, not only those involved in the actual crash
2. THE FACTS
• People don’t count using their mobile phone while driving as a
dangerous activity
• Reaction times = 50% slower than normal driving
• Split second lapse in attention could cause a fatal accident
• You’re 4 times more likely to crash when using a mobile phone
• The DVLA has 4 calls to action:
• park before you use your phone
• don’t answer your phone while driving
• don’t call someone if you know they’re driving
• make people aware it is illegal to use their phone
3. THINK! Target Audiences
• Theprevious adverts were effective, as later proven in
my user research, but often target older audiences,
often married couples with children.
• Mycampaign: aiming at young adults and teenagers
who have just passed their driving test
4. Mind Mapping
• After the class
exercise, I went away
to make my own mind
maps trying to think of
ways to think of 6
different emotions
• Some of these then
began to overlap
7. Results
• All
6 people who have a license have used their mobile
while driving
• Most common use: calling and texting
• Only2 people aware of the fixed penalties if you are
caught
• All
8 have been a passenger while the driver has used
their mobile phones, and only 3 were made nervous by
9. Favourite Ideas
• Online
• 3D animation - statistics take you through a journey
(Nancy Duarte)
• Mobile phone application
• Website with an online game
10. Favourite Ideas
• Offline
• Billboards - distract driver
• Focus on pedestrians: stickers/small posters in lots of
locations
Notas do Editor
\n
What do they need people to do?\nThe DVLA need people to stop driving. They give 4 main points of advice: \ndon’t answer calls when driving\nit is illegal to use hand-held mobile devices while driving, even while stationary - it can slow a driver’s reactions by up to 50%\npark safely before using your mobile phone\ndon’t call other people while they are driving\n
Motivations: future health, family, friends, keeping their licence, a levels/university life, money - insurance\n
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1 person also reported using her phone for facebook and sat nav while driving\n\n5 people used bluetooth\n\nAlthough 3 people were made nervous, 4 said it had no affect on them. One person said a taxi driver had used their mobile phone while they were in the car and they were nervous as they were unsure of the drivers skill.\n
I also researched favourite types of platforms for young adults to see how I could easily immerse them in my campaign\n\n6/8 people listened to previous THINK! adverts on tv, however I think I can update these adverts so they pop up elsewhere on social networking sites and mobile phone applications as they proved most popular\n\nAll 8 use Facebook regularly and 7 of those people also use mobile phone apps.\n