NJ MOTOR VEHICLE COMMISSION


O O O O O

THE NJMVC NEEDED TO EDUCATE ITS PUBLIC ON THE DANGERS OF DISTRACTED DRIVING. OXFORD ANSWERED THE CALL (AFTER PULLING OVER, OF COURSE).

THE SCENARIO


After New Jersey passed a law increasing fines for drivers caught behind the wheel using a handheld device, the NJ Motor Vehicle Commission enacted a public awareness campaign to raise awareness of the new law, and the dangers of talking and texting while driving.


28% DROP IN CELL
PHONE VIOLATIONS

HOW WE MADE IT BRILLIANT


Our integrated campaign engaged drivers with:


  • Television ads
  • Print ads in daily and weekly newspapers
  • Dedicated Facebook and Twitter channels
  • Radio ads and traffic sponsorships
  • Campaign website with testimonial message board
  • Digital radio/Pandora ads
  • Billboards and transit posters
  • Aerial banners and boardwalk signage across New Jersey’s landmark beaches
  • Digital banner ads

Oxford created "Just Drive" and evolved the campaign’s design and messaging throughout the year to engage consumers with each season, using iconic New Jersey imagery for summer, fall and winter. In addition, the NJ MVC sponsored sporting events and brought the message to colleges and New Jersey hotspots with "Tell Us Your Last Text Message" events.


Success


  • 100,000+ website views and 200+ driver testimonials
  • 35 million+ digital impressions
  • 5,000+ people visited a Just Drive booth or table at outdoor events
  • 250,000+ impressions in sports stadiums across New Jersey, New York City and Philadelphia
  • Facebook grew from 0 to 13,000+ in 11 months, with 67,000+ stories told on the social platform
  • 1 million+ reach on Twitter
  • New Jersey saw a 28 percent drop in cell phone violations year-over-year, and NJ state police and municipal agencies report a reduction in cell phone related fatalities across the state.

The Just Drive campaign continues today.


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Launch Site
KEY INSIGHT:
CONSUMERS OF ALL AGES WANT TO BE MESSAGED WITH POSITIVITY, NOT FEAR.

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