All over Colorado, car thieves are on the prowl for unlocked cars and 97% of car thieves commit additional crimes. Since 2012, we have worked to change risky consumer behaviors, like leaving their car unlocked or running unattended.
With thousands of new drivers hitting the roads every year, creating and maintaining awareness of the problem is an ongoing component tackled through mass media tactics several times a year. Engagement through social and digital media help to sustain positive behaviors.
Ambient pieces like the ‘Kilo Car’ help to draw attention, and plenty of earned media, at press events and the Denver Auto Show, while also providing important assets for social media. Broadcast and video spots play an important part of the media mix and help to remind our target audience of the dangers of being careless with their car. Social media helps to engage our interested audience at key times of the year, like the winter, when people are tempted to warm up their car while they stay warm inside. The new and improved website gave users a more interactive experience to help them navigate tips and stats for car theft awareness.
The CAAT “Lockdown Your Car” campaign has successfully increased awareness of auto theft, garnering more than 156 million earned media impressions and over 200 media stories. By showing the effect that auto theft can have on the community as a whole, we are able to reduce risky behaviors, such as leaving the car unlocked or running unattended, by as much as 30%.