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Driving license campaign case study


Communication campaign aimed at 17- to 25-year-olds to promote the new regulations governing driver training.

Campaigns , Digital


On 1 November 2018, new rules came into force in Brussels for obtaining a driving licence. The challenge: to support driver training, improve road safety and reduce the number of road fatalities.


Brussels Mobility has entrusted VO Citizen with the mission of developing a communication campaign aimed at 17- to 25-year-olds to make them aware of the new regulations governing driver training.


Road safety is one of the urban issues frequently addressed.  The messages generally focus on the penalties, set out to be alarming. In consultation with the advertiser, our strategic experts decided to take the opposite approach and use a lighter format. The target being young people aged 17 to 25, we deployed a campaign exclusively on Instagram and Snapchat in a “story” format based on video-gags, in GIF format.

Message: The traffic regulations are changing, and so are the rules for getting a driving licence: “Ask before you pass!”


A huge success on a small budget! 53,000 swipes for an average cost per click of € 0.21.

+3.7 million
clicks to
the landing page
+1 million
People reached