After winning a competitive pitch in September 2008, the Bolton-based consultancy was asked to create a site for learner drivers that could be a ‘user experience and not just a tutorial’, according to David Vesty, creative director at Absolute Media.
The site, which launches today, is designed to appeal to both learners and instructors, and will roll out increasing functionality over the next month.
Initially operating as a database for driving instructors, Vesty expects the instructors to advertise their services, allowing learners to filter criteria and find the right instructor.
Aimed at 17- to 24-year-olds, the site will offer Driving Standards Agency theory and hazard perception tests, an interactive road signs quiz and more than 200 animated interactive tutorials.
A TV channel, Pass Your Test Online TV, will be embedded into the site to run 30-minute programmes every month, on issues including the use of mobile phones while driving and drink driving. It will also offer product reviews and driving-related news.
Vesty says, ‘We’re going to get other groups involved, too, like Think, which does the anti-drink and -drug driving campaigns.’