Case Study: Leicester, Leicestershire & Rutland Road Safety Partnership boosts older motorcyclist engagement with Effect's gamified paid social

Leicester, Leicestershire & Rutland Road Safety Partnership boosts CTR 42% with effect

The Leicester, Leicestershire & Rutland Road Safety Partnership needed to promote its Enhanced Rider Scheme to older motorcyclists, a demographic resistant to traditional safety messaging due to their confidence in their own skills. The challenge for vendor Effect was to reframe the refresher course as a self-discovered opportunity rather than a lecture on their limitations.

Effect implemented a two-phase digital solution using gamified paid social ads. The first phase used interactive video ads to test reaction times and build engagement. The second phase converted this engaged audience with targeted ads driving them to book the course. The results for Effect included a 69% thumb stop rate, a 42% stronger CTR, a 30% lower CPC, and a significant increase in self-generated demand from the target audience.

Leicester, Leicestershire & Rutland Road Safety Partnership