With a desire to build trust in the insurance category and driven by the discovery that one child is killed on the roads every 10 minutes, Aviva was determined to move their Motor communications towards having a clear social purpose, ‘Make the UK Roads Safer’. Based on YouGov research, we developed a car-pooling show with Channel 4, which set about showing UK drivers why common habits were dangerous, rather than simply telling them.
The series, called “Driven to Distraction” was made up of six episodes and was available to view on All 4 channels and across social media. Among the celebrities were pop stars such as Tinchy Stryder and former Pussycat Doll Ashley Roberts, who get behind the wheel to pick up a member of the public who believes they are taking part in a celebrity interview show. After picking up their passenger, the celebrity chauffer behaves badly behind the wheel, such as by using a phone or shouting at other drivers. The car is actually being controlled by a stuntman while the celebrity receives instructions from a hidden ear piece.
The series won a gold and silver WARC media award and ran alongside the wider award winning Good Thinking brand re-launch, constructed for Aviva by Zenith and creative agency Adam and Eve.