October 20, 2015

The State of Delaware’s Office of Highway Safety has partnered with JHE on several projects related to consumer engagement at Dover International Speedway.

After a successful “Buckle Up and Arrive Alive” campaign at the May race, the Office of Highway Safety team delivered a new challenge to JHE.

With an exponentially larger presence for the October 2015 race, the Office of Highway Safety sponsored the K&N race “Drive Sober 125” and two XFINITY teams. The two teams driven by JJ Yeley and Jeremy Clements represented the organization’s “Team Designated Driver” and “Team Drive Sober” campaign.

JHE was tasked with building a brand for the cars, fire suits, crew shirts, logos and more. The creative services team and touring manager Chris Luce spearheaded this process and worked closely with outside vendors on the car wrap and more.

In addition, the 80 by 100 experiential display was divided into two sides; half was home to “Team Designated Driver” and half to “Team Drive Sober” during the three-day race weekend.

Fans were encouraged to join “Team Designated Driver” or “Team Drive Sober.” JHE orchestrated a survey to determine how many fans chose a designated driver or to drive sober.

Drivers for the “Team Designated Driver” and “Team Drive Sober” cars - Yeley and Clements - participated in a corn hole tournament the Thursday prior to race weekend. Fans also enjoyed the friendly competition throughout the weekend and tested their skills at a tricycle course with drunk-driving goggles.

Despite a rainy weekend at the race track, more than 6,200 guests entered the Office of Highway Safety experience and more than 550 completed the survey.  Of those participating, nearly 70 percent joined Team Designated Driver and 30 percent aligned with Team Drive Sober.



Experiential Activation, Marketing, Creative, Brand Design, Highway Safety, Awareness Campaign