Road Safety Gets a TikTok Makeover: Ligier Italia’s #ligiersafedriver Campaign Drives Engagement
Milan, Italy - Ligier Italia, in partnership with reactive agency Simpol., has seen critically important success with its #LigierSafeDriver campaign, transforming traditionally dry highway code education into engaging social media content for young drivers. The initiative, launched six months ago across tiktok, Instagram, and Facebook, has already garnered over 2.5 million views and 23,000 interactions.
The campaign tackles the challenge of making road safety appealing to 14-year-olds preparing for their AM license. #LigierSafeDriver delivers weekly content combining highway code tips,interactive quizzes,and analysis of common exam mistakes,all presented with a visually dynamic and concise style.Content utilizes memorable acronyms, impactful questions, and calls to action to encourage audience participation.
Simpol. manages all aspects of the project, from content creation and video production – including on-location shooting with Ligier minicars – to vertical editing, publishing, and community moderation. The agency also integrates real-time marketing elements tied to school calendars and seasonal driving conditions.
A key component of the campaign involved YouTube creator Andrea Galeazzi, who shared his experience testing a Ligier JS50 minicar with his 14-year-old son.Galeazzi highlighted the increased safety offered by four-wheeled vehicles compared to scooters or bicycles, stating, “When a child turns 14, the issue of mobility becomes central for many families…quadricycles fit in, and the Ligier JS50 promises to raise the bar.”
The success of #LigierSafeDriver extends beyond direct engagement, with numerous dealerships – including those outside the Ligier brand – actively re-sharing the content, recognizing its educational value.
“With #LigierSafeDriver we have demonstrated that it is possible to talk to young people about road safety without moralizing,but with creativity,concreteness and a language thay know,” said Simone Arena,CEO of Simpol. “The strength of the project lies precisely in its ability to combine education and entertainment, with a format that involves and creates value for the brand, for young people and for families.”
