ACC / NZTA Practice website
Learner drivers are a challenging audience. They’re keen to earn the freedom of a driver’s license, but in that wonderful “I already know everything I need to know” kind of way, teen drivers can be a tough group for anyone to teach.
That’s where the new Practice programme and website developed by AIM Proximity Wellington for NZTA and ACC comes in. To build an engaging experience for a savvy and, at times, fickle online audience, government accessibility has been thrown out the window in favour of a Flash environment, rich with smooth, sweeping transitions and a gritty look and feel – keeping it a little “street” for the kids.
This is all wrapped around a step-by-step programme for learner drivers practicing for their restricted license to buddy up with their guide, the person helping them learn to drive, to build up their skills and confidence with helpful videos and checkpoints along the way.
It’s well thought out, well structured, and has all the candy that a youth audience needs to keep their attention while learning the essential skills of driving.
Author: Scott Sinclair, Clemenger BBDO
