Julie-Anne Genter of the Greens has been doing some stellar work on public transport, including this exposure last night of the utter fiasco that is “Drive Social”:
The website is called Drive Social. It’s described as a “unique online experience that lets people see who they share the road with”. There’s a flash TV campaign to go with it.
But the Greens say it’s all an enormous waste of money.
The campaign has so far cost $1.6 million and 9500 people have signed up. That’s a rough cost of $174 per person.
As a bus user in Wellington, I was always suspicious of the Drive Social campaign because they kept putting ads in bus shelters. Guess what? Probably not going to find your target audience there, peeps.
Anyway. What really struck me was that Key immediately lashed out with an over-the-top “well the Greens just think everyone should cycle everywhere” – which just makes you look silly when the next minute (and all over Twitter) Genter is being the calm, sensible voice of reason.
And even more so when, you know, you’ve spent $174 per person on a website with no tangible or even measurable results (and $40 per YouTube view of your very expensive video.)
Is this another example of the right drinking their own Kool-Aid? Does Key really think he can just brush off obviously-ridiculous expenditure like Drive Social by saying “but they’re hippies, they don’t know anything”?
Is he shooting from the hip, unprepared, caught off-guard (he’s obviously answering TV3’s questions next to an elevator) and letting the happy she’ll-be-right facade slip for a moment?
Or is he just looking a bit tired?