Country Roads

As part of an integrated campaign,'The Coulthard Challenge' game featuring 13 times Grand Prix winner David Coulthard toured the country on a giant interactive screen, digital 6-sheets and iPads.

  • Campaigns
  • Digital & Mobile

Taking The Coulthard Challenge

As part of a suite of digital communications, we designed and built ‘The Coulthard Challenge’ for The Scottish Government’s 'Country Roads' road safety campaign, featuring 13-times Grand Prix winner David Coulthard. The campaign aimed to reduce the 75% of road fatalities which occur on country routes each year.

Even the best drivers in the world like David Coulthard adjust their speed on country roads and the game tests motorists’ skills on rural routes, including their reaction times to various hazards as they attempt to match David’s speed on two laps of the track.

Using social to climb the leaderboard

We made The Coulthard Challenge site and Facebook app effective by linking users to hazard advice and a ‘David's Top Tips’ video. We introduced a leader board and a score-sharing mechanic, so users could challenge friends to better their score. Incentives for data capture were included before the game started to encourage sign-up.

Ahead in the field

We also created a version of the game for use on iPad at field events. The challenge toured the country as a giant interactive from March 2013, and appeared in digital 6-sheet formats in cinemas throughout Scotland.

The results

Facebook app users who played


Site visitors who played

over 50%

Users who made it to the end


Mobile traffic


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