To get a great viral video, you need great viral video film production. But there’s something else that’s really essential – and that’s lots of hard work to research and really, really understand the target audience. What they think, what they like, want they worry about, and what they want.

When we produced Steamy windows, for example, which was all about getting through to young drivers, we spent time digging.

This meant putting time into looking at target audience behaviour online, and analysing research from road safety charities such as Brake. We also looked at other road safety films and drink drive commercials and campaigns that may or may not have worked. And – most important of all – we talked to young drivers first hand to hear what they had to say.