The brief
Every day, drivers face all kinds of hazards on the roads. In an effort to help spread the message of road safety and raise awareness of these potential dangers, Continental Tyres wanted to communicate the importance of tyre tread and its impact on stopping distances. Driver awareness of road-based hazards is extremely important, especially in poor weather conditions. However, a potentially bigger issue in these circumstances is tyre tread depth, with our research finding that more than 3.5 million motorists in the UK could be driving on illegal tyres.
Dangerous driving
We were a little bit shocked to hear that 1.6mm is the legal limit, yet extensive testing has shown that the effectiveness of tyres in wet weather drops significantly below 3mm. The idea was to develop a fun, interactive game that conveyed the importance of tyre tread and its impact on stopping distances. The game isn't about speed but skill and concentration, and illustrates the difference between the two depths of tread in a fun and informative way, with scores being awarded based on your online driving skill around the track rather than your speed.
The rewards of safety
Top spot on the scoreboard won a Sony PlayStation 3 120GB Slim Console, with a host of other smaller prizes for runners up. You can check out the game at testmydriving.com and see if you can get up the leaderboard.
“Just what you hope for from an outstanding agency – they quickly got what we wanted, produced some great ideas and then managed the work expertly and all without fuss. Brilliant to work with.”
Simon Russell, Director, Inside Media
Award winning 3Min Max
3Min Max was designed and produced for Inside Media & Continental Tyres won gold in the best website or microsite category at the 2010 CIPR West of England PRide Awards. The microsite encourages 3 simple vehicle checks which are quick and easy and might just save your life.