Situation

California has a large biker population. Despite safety efforts, motorcycle fatalities have been on the rise in recent years, highlighting an ongoing challenge. The California Highway Patrol offers a Motorcycle Safety Program to improve riders’ skills.

71.3M+

video impressions delivered across channels.

Play

Challenge

Raise awareness of California Highway Patrol’s safety program among motorcycle riders, and increase enrollment.

Insight

Research shows that most riders already believe they know the rules of the road, and are convinced they have their bike under control.

Solution

Go ahead, we dare you—prove you have the skills you need to ride safely. To us. And to yourself.

Results

A bold ego-challenge became a measurable lifesaver, converting pride into attention, clicks, and real riders in training. 7.8M+ Video views, 472K+ clicks, 39.1% YouTube TV interaction rate (vs. 15–25% benchmark), 230K+ Mobile engagements from Demand Gen video led to students trained in the one-day class during campaign flight (+33% YoY). The highest lift statement: “I feel like CHP genuinely cares about keeping motorcyclists safe.”