Tread was a character development and branding project for Norfolk County Council.
The client wanted a campaign identifier that would appeal to young drivers. Tread was created as a 3D CGI from original illustrations developed by our team. We then produced advertising and marketing to support the campaign. The ‘Tread Says’ scheme offers it’s audience heavily subsidised skid avoidance, advanced driving and car maintenance workshops in Norfolk for 17-25 year olds.
To support the marketing a number of promotional merchandise giveaways were produced, including, tyre grip depth checkers, ice scrapers, keyrings, wristbands, pens and car stickers, which were given to those on the training courses.
The spearhead of the campaign “Tread Says” created a useful lead into a number of key advertising promotions. We also created vouchers and used advertising aimed at parents to encourage them to help their sons and daughters with the gift of road safety education. Tread is part of the Young Driver campaign supported by the ‘THINK Norfolk‘ road safety team.