National Roads Authority
Services:
Video, Advertising
The National Roads Authority (NRA) is the governing body responsible for managing, developing and maintaining public roads and related facilities in the Cayman Islands. Their mission is to contribute to sustainable transport and land development in Cayman by building and maintaining a safe and efficient network of roads. This includes, but is not limited to, the construction of new roadways, highways and roundabouts.
Problem
Over the past few years, the NRA has embarked on a portfolio of major projects, leading to multiple roadworks occurring simultaneously. This, in addition to an increase in accidents on Cayman’s roads, caused concerns to be raised over the safety of both roadwork crew and motorists. The NRA needed to find a more efficient and engaging way to communicate road safety messaging to the masses.
Solution
To tackle the challenge of promoting road safety, Biizy developed a series of five animated videos, each focusing on a key safety message such as safe overtaking, the dangers of speeding, proper use of pedestrian crossings, the risks of tailgating and the importance of using indicators. The videos featured captivating animations specifically designed to quickly grab the attention of viewers and keep them engaged with smooth transitions and synchronized visuals. To enhance relatability and cultural relevance, we incorporated familiar imagery and characters, such as the iconic blue iguana in the anti-speeding video, narrated by local talent. This approach not only made the content more appealing but also ensured that the safety messages resonated deeply with the local audience, blending animation with recognisable elements to create an impactful and memorable viewing experience.
Results
The safety video series garnered significant engagement across both YouTube and Meta platforms. On YouTube, skippable ads achieved a CTR between 0.2% and 0.3%, accumulating over 90,000 views and generating approximately 330,000 impressions. With an average CPC of $0.40, the campaign demonstrated efficient performance in terms of cost-per-view.
The video series performed even more impressively on Meta, where it reached over 100,000 users. CTRs ranged from an impressive 0.73% to 1.49%, highlighting strong audience interaction and effective targeting.
