From Concept to Finalist: NZ Radio & Podcast Awards
Brand collateral for the 10-episode Podcast
The Journey of In the Driver’s Seat with Greg Murphy
This project has always meant more than a podcast.
Being named a finalist at the New Zealand Radio & Podcast Awards is something we’re incredibly proud of — but what matters most is why this work exists in the first place: helping create safer roads for New Zealanders through conversations that genuinely resonate.
A Podcast with Purpose
From day one, this podcast was built on a simple but powerful idea:
Driving is one of the riskiest things we do every day — so how do we make people think differently about it?
Rather than taking a traditional road safety approach, In the Driver’s Seat flips the format. It brings audiences into authentic, unscripted conversations — all from behind the wheel. With Greg Murphy in the passenger seat, high-profile New Zealanders take the driver’s seat in their own cars, sharing real stories about life, choices, and the journeys that shape them.
It’s storytelling with a purpose — designed not just to engage, but to influence safer decision-making on and off the road.
The Role of Curiosity and Campaign Thinking
Curious Owl was brought on as campaign manager for the project, working closely with AutoSense’s Head of Marketing Kristen Wilson, alongside the PodLab team and Greg Murphy.
From a campaign perspective, the focus was on more than just launching a podcast — it was about building a platform that could cut through, engage audiences, and sustain attention over time.
This meant:
Positioning the podcast with a clear and compelling narrative
Ensuring consistency across channels and touchpoints
Supporting distribution to maximise reach and engagement
Keeping the core message — safer choices on the road — front and centre
The result was a campaign that didn’t just promote content, but amplified its purpose.
Turning Insight into Impact
What makes this project particularly rewarding is the tangible impact it’s already had:
33,000+ plays
7,000+ hours of listening time focused on safer journeys
These numbers represent more than just reach — they reflect meaningful engagement with a message that matters.
More Than a Podcast
In the Driver’s Seat with Greg Murphy isn’t just content — it’s an experience.
It’s a fast-paced, original take on storytelling that connects with audiences in a familiar setting: their cars, their routines, their everyday lives. By meeting people where they are — both physically and emotionally — the podcast creates space for honest conversations that stick.
What’s Next
With winners announced on 4 June, the recognition is a meaningful milestone. But the real success lies in the conversations sparked and the impact created.
If you haven’t listened yet, you can find In the Driver’s Seat with Greg Murphy on Spotify, YouTube, and all major podcast platforms.
