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ACC : RideForever

RideForever Website

The Challenge

Motorcyclists are an important audience for ACC’s Injury Prevention activity. ACC recognised that to encourage motorcyclists to be safer riders on the road they need to engage with motorcyclists in a way that is relevant to them. The RideForever website was developed by DNA in 2005, to deliver high engagement around safety standards and issues - and deliver real educational outcomes. It has been well accepted by the motorcycling community, enabling ACC to raise awareness and lower injury statistics for motorcycle riders. However, with time the needs of motorcyclists, as well as online user expectations have evolved and have become more sophisticated. ACC has therefore identified a need to redesign the RideForever website to better meet these needs and with the end-goal to optimise the overall visitor experience on the RideForever website.

The Solution

Engaging with motorcyclists in a way that is relevant to them, whilst meeting the core business objectives to make them safer riders on the road seems a hard task - so in order to understand the needs of today's riders, and build a solid base of insights from which to make content and design decisions - DNA conducted in-depth audience research. After talking to a cross section of motorcyclists, various themes emerged around their passion for riding, and desire to improve their riding skill level. The new website required a new approach that positioned ACC as a more credible information source, while also looking at techniques to connect with the audience and deliver messages to reduce injuries on motorbikes in future. Now a fully redesigned RideForever website presents users with tailored content, as well as emotive, compelling photography that engages with the riders and presents safety messaging in their own language. Although clearly sponsored by ACC, RideForever is built and promoted with rider-focused messages, and it's now established as the 'go to' site for the motorcycling community.

The Result

Since the new site launched in August 2010 there is already an increase in overall traffic to the site, as well increased repeat visits. Additionally, the website has been extremely well received amongst the motorcycling community, achieving the credibility and connectedness with the users ACC were looking for.