Georgia Governor’s Office of Highway Safety

SERVICES
Social Media Management, Content Development, Digital Marketing Strategy, Public Safety Campaign, Traditional Media Outreach

Governor’s Office Of Highway Safety

On June 23, 2022, JacobsEye Marketing, on behalf of the GOHS launched the Drive Sober media campaign throughout the state of Georgia.

The campaign emphasized the importance of either giving keys to a friend or calling a ride share if someone feels they have had too much to drink, especially over the July 4 holiday weekend. By doing so, serious consequences of having an accident or being arrested can be avoided.

GOHS provided audio and video assets to run ads in radio, television and audio/video streaming to reach Georgia residents with this important safety message.

The primary audience for this campaign were Georgia residents aged 21 and over.

Overall, the campaign delivered the following media from June 23-July 4, 2022 (with some exceptions of under delivery where makegoods were extended into the month).

As part of the digital programmatic buy, JacobsEye, on behalf of the GOHS, was able to target and reach the primary audience of listeners (ages 21, geo targeted in Georgia). These audio spots ran on stations such as Spotify, Pandora and Apple Music. In total, there were 1,682,388 impressions served.

In addition to the audio streaming campaign, JacobsEye, on behalf of the GOHS ran a geo-targeted campaign for Georgians streaming their favorite videos/movies/gaming apps. The campaign ran to both men and women over 21 years old with interests in Sports, Entertainment and News content.

These premium, non-skippable video inventory provides balanced delivery across all publishers to 70%+ big screen/connected TV device delivery.

The OTT/CTV activation with Bally Sports provided GOHS visibility at live professional and college sporting events. The channel’s content is 100% sports-related, with 75% being live content.

Audience reached:

  • Georgia Residents
  • Majority demographics: Men A21-34

Traditional TV is still a very popular way for people to consume their favorite shows, news and sports. JacobsEye, on behalf of the GOHS ran a total of 1,707 spots (an over delivery of 24 spots) within 100 miles of the Atlanta, Augusta and Savannah markets – reaching over 6M viewers. TV Programming networks
such as AMC, CNBC, ESP2, FX, GOLF, HISTORY, TNT, USA, IATL ran the GOHS :30 video spots reaching the 21+ year-old audience.

In addition to the Cable TV buy, JacobsEye, on behalf of the GOHS also ran :30 spots on local TV in Albany, Atlanta, Augusta, Columbus, Macon and Savannah. These spots ran during shows such as GMA, The Connors, Holey Moley, Press Your Luck, Who Do you Believe, The News, Family Feud, Let’s Make a Deal and CBS This Morning. The buy was for 258 spots. The campaign delivered 259 spots, reaching nearly 1.8M viewers A21-54.

Over 3.5M impressions were delivered to over 200 radio stations throughout Georgia on Adult/Urban Contemporary, Sports, Hip Hop, Classic Rock, Rhythm/Blues, News, News/Talk and Country formats.

This is bought directly through local stations and through iHeart’s SMARTAudio. SMARTAudio is proprietary to iHeart and it is based on a programmatic buy using their 1st party data of the iHeart audience attributes which they gather from the iHeart app. It is bought by impressions – using their data to recommend for their broadcast radio stations, in addition to stations owned by other networks.