Recently I was supporting a client with a store launch in Reading. As the journey was around 4 hours it gave me chance to think – which isn’t always a good thing!
Although I don’t like jumping on band wagons I have to admit that the roads were in a pretty appalling state with pot holes on motorways and dual carriageways, as well as the smaller country lanes. Not only did I think it was dangerous to be swerving around these wheel crippling ditches but I also found the sheer number of them quite startling.
Now many of you will tell me to stick to the day job but as someone who thinks about brands, how they communicate and what opportunities are available to do so to a mass market I had a bit of a light bulb moment.
Hold on to your hats ladies and gentleman, here it comes…
As I was not-so merrily driving along I noticed the digital signs which say things like ‘Don’t drive when tired’ or ‘Check your speed’ and that kind of nonsense. I don’t think that many people read these signs and then act on the information – the call to action is to look up and then ignore them completely in my opinion.
So, here’s my idea. Why not offer brands the opportunity to sponsor a message? As an example Costa Coffee could sponsor a sign that reads ‘Take a break, don’t drive when tired’ with their branding across the bottom or perhaps they could be more commercial with seasonal messages such as ‘Don’t forget Mother’s Day, flower shop at the next services’.
Not only would this mean that the signs, which let’s be honest are enough to drive you to despair as they stand, would become more interesting they would also become a real communication tool and the money raised from sponsorship could be put back into the highways so that we could all enjoy and benefit – safer roads.
So, what do you think? Should I just stick to my day job or is there a real idea here that Councils up and down the country could benefit from? Let me know your thoughts.