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How to Drive a Roundabout

Solving a Problem of Perception

The Montana Department of Transportation (MDOT) had a PR problem to solve. With the newest integration of roundabouts across Montana cities, local ‘Montanans’ were wary of this sudden change. In more rural populations, roundabouts are often seen as a signal of urbanization and the less desirable aspects of big cities. MDOT needed to change this perception, and quick! How could they convey important safety information, while making their message more appealing to Montana’s citizens?

Thinking Outside the Box

Colormatics teamed up with Big Sky Public Relations to create a fun, engaging, and easily digestible series of videos for MDOT’s PR campaign. The mission was to show local Montanans that roundabouts ACTUALLY promoted better traffic safety than traditional intersections. But most safety instructional videos usually have one thing in common–you guessed it, they’re SO boring! A production company’s first instinct is to rely heavily on drone footage, but this project would require thinking outside of the box.

Not Your Driver's Ed Video

We transported the streets of Montana to a model railroad reminiscent of your childhood train set. Using toy cars operated by a hand, we walked viewers through different scenarios at a roundabout. The fantastical and childish nature of the series made the topic of traffic safety much more approachable and less intimidating. Furthermore, the quaint set-up of a small town would serve as a reflection of Montana’s wholesome roots.

Changing the Communities Perception

Brand perception surveys are crucial for understanding how customers view a brand. These surveys gather insights on customer attitudes and expectations, enabling businesses to tailor their marketing and branding strategies. Key components of these surveys include:

  1. Cognitive Questions: Assess customers' thoughts about the brand, including quality and value perceptions.
  2. Emotional Questions: Gauge feelings towards the brand, such as trust and satisfaction.
  3. Language Questions: Identify words or phrases customers associate with the brand, indicating its market position.
  4. Action Questions: Understand customer behaviors like purchase history and likelihood of recommending the brand.
  5. Demographic Questions: Collect respondent demographics for context and data segmentation.

Analyzing this data helps businesses identify their brand's strengths and weaknesses, adapt to market trends, and maintain a strong, relevant brand image.

Bringing Home the Gold

In 2019, Colormatics won Gold at the American Advertising Awards for our creation of “MDOT How to Drive a Roundabout.” After winning gold in our local and regional divisions, the video was submitted to nationals, where we competed with some of the biggest advertising agencies in the world.