The context. With car and road accidents on the rise in Australia and New Zealand, ANCAP wanted to make sure that car safety was front of mind.

The goal. Create a campaign to entice ANZ residents to visit ANCAP’s website and learn more about car safety ratings.

The solution. A highly testable (and optimisable) social campaign involving 5 different video concepts. 

1. All 5 videos went live and were compared against each other to see which performed best (which had the best watch-through rate, the most engagement, and most importantly, the best click-through rate). 
2. Once we determined what was working the best, we continued running the best performers, tweaked the runners up, and stopped running the least successful ads. 

Here are two videos from the campaign: