Fireworx

Bistech supports customer’s long term IT infrastructure goals with innovative and cost-effective technology solutions. They approached us with a view to unifying the disparate back-end systems that clients use to manage their networking set-up performance.

The challenge was to improve the overarching customer experience for clients, with a view to long term retention.

Health-on-Line wanted to reinvigorate their online presence in line with their plans for continued growth and asked Fireworx to design and develop a new website that better reflected the brand. As part of the user experience phase, we were also asked to document the end-to-end customer journey, from the site through to the contact centre, making recommendations for improvement.

Fireworx was challenged by Dorset Road Safety Partnership to create a new, fresh and innovative road safety

campaign that encouraged a ‘road respect’ culture in Dorset. Targeting all road users, the campaign’s objectives

were to:

• change ambivalent driver behavior to road safety

• encourage drivers to respect other road users

• highlight the benefits of being more considerate other road users

• be eye-catching and memorable

• create a ‘feel good’ factor, making Dorset’s roads safe and happy

• create a recognisable brand and tag-line

• reduce the number of people killed or seriously injured on Dorset’s roads

Prior to developing the creative approach the FWX team carried out extensive research including:

• road user research forums

• analysing previous national / regional road safety campaign messaging

• attending a Dorset Police road safety awareness course

• one to one interviews with key client stakeholders

The research indicated that a successful road safety campaign needed to:

• bridge the gap between vulnerable road users ( cyclists, horse riders, pedestrians) and car / van drivers

over the priority/ ownership of road space

• avoid being patronising towards road-users

• move the emphasis away from life-changing outcomes (death, serious injury, imprisonment)

• be subtle, edgy yet attention grabbing

• make people smile, but also make them more aware / educated

Using their disruptive thinking ethos and taking inspiration from Cards Against Humanity (a card game, in which

players complete fill-in-the-blank statements using risqué words or phrases), FWX conceptualised an empathetic

and thought-provoking campaign creative using a collection of messages encouraging road users to make better

choices. At the heart of this was the intent to spark a conversation and create intrigue that resonated beyond the

‘scare – tactic’ campaigns of old.

The title of the advertising campaign was Choices for Humanity, and asked road users a series of questions with

two answers on playing cards for them to choose from. Each question had a distinct message alongside the core

campaign message: ‘The road is not a game.’