July 3rd, 2012
NOW PLAYINGOptimize Mobility, by Catherine Higgins.
In a world where road users get I-15 CORE information on the big screen…
This summer, theater patrons in Utah and Salt Lake Counties will see a trailer with roads that appear, bridges that move and messages that inform viewers about Utah’s biggest-ever road construction project. It’s not a trailer for an actual movie, but a research-based video that delivers an important message – the end is near.
I-15 CORE Communications Director Dave Smith says the trailer pairs an entertaining presentation with a carefully crafted message. His team conducted market research to discover road-users’ perceptions before making the video.
Doing market research up front is important because of the nature of UDOT’s work. Road construction impacts people daily as they travel to work, to the store or to entertainment venues. “Not every company affects every day life – UDOT is one of those,” said Smith.
“We found out that people don’t have a good understanding of when the project ends,” continued Smith. He set out to find an amusing way to let road users know that the end is approaching with a prompt to encourage people to visit the I-15 CORE website to get more information. To accomplish that task, his communication team used a creative approach based on an ancient idea.
Archeological discoveries have identified Mayan calendars with the last date occurring in December 2012 – the same month and year I-15 CORE ends. Some believe the Mayans expected an apocalyptic end. Since the Mayan calendar has been in the news, “the end is near” message resonates with viewers.
The final product is a fast-paced video with the look and feel of a movie trailer– including a deep-voiced narrator who provides a stereotypical sound as well. People tend to like clever humor and Smith thinks the witty but informational message delivery will change public perceptions.
The video is running in the theaters, on UDOT’s Youtube Channel and links to the video have been tweeted.