Prove it.
Stand outdoors anywhere in California for two minutes, and there’s a good chance you’ll hear a motorcycle. There are more of them here than in any other state. And unfortunately, despite years of effort, the state’s motorcycle fatality rate continues to rise. To change that, the California Highway Patrol offers a great motorcycle safety course. The only problems? Motorcyclists generally aren’t the type to listen to authorities telling them what to do. Also, according to research, the vast majority see themselves as competent riders already. Sometimes a simple fact reveals an elegant solution. We don’t need to tell self-confident riders to take the course. We we just need to throw down the gauntlet.
Project Details
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Art Director: Paul Svencara
Production & Digital Studio: Robert Mandell / Nexxen
Agency Producer: Samara Byrne
Project Mgmt: Claire Sheriff
Account Mgmt: Hayley Winter
Media: Stephanie Brown
CCO: Peter Buck
My Role: Creative Director/Copywriter
Production Co: Storytailors (now Layer8)
Director: Ali Bach
EPs: James Dubec, Kevin Mullins
AI Artists/Visual Post: AI OR DIE
Music: Sebastian Pille
Audio: Bob Giammarco / AE Media
Media Support: Andrew Scharkss / Nexxen -
Ad Age
Yahoo Finance
AAF Addys, Gold, Copywriting -
In just the first 90 days, this campaign exceeded nearly every benchmark we’d set:
71.3M+ video impressions delivered across channels7.8M+ video views at $0.015 CPV
472K+ clicks → 0.66% CTR
71.3M+ video impressions delivered across channels
7.8M+ video views at $0.015 CPV
472K+ clicks → 0.66% CTR
10.9% view-through rate across all video
39.1% YouTube TV interaction rate (vs. 15–25% benchmark)
15.7M+ CTV impressions on YouTube Select
230K+ mobile engagements from Demand Gen video
131 paid search conversions at $1.48 CPA
2,286 “Sign Up” clicks on site (due to platform ownership/access, this was our proxy for course signup intent)
266 students trained in the one-day class during campaign flight (+33% YoY)
Top emotions (brand lift assessment):
Exhilaration, Pride, Knowledge — all above norms
Highest lift statement (brand lift assessment):
“I feel like CHP genuinely cares about keeping motorcyclists safe.”