ROLE: Co-creative, Comms Strategist, User Experience
CLIENT: Transport Accident Commission – (TAC) Victoria
AWARDS / ACCOLADES: One Show – Merit Award – Radio Campaign, Siren Awards – (Radio) Best Campaign, 3 x finalist. Creativity – Pick of the day, Best Ads on TV
OVERVIEW:
We needed to reduce the Victorian road toll over the summer holidays. We knew that people were more likely to listen to their friends and family than a finger-waving authoritarian figure. So we combined geospatial intelligence with media planning to allow Victorians to send a personalised road safety messages to their loved ones on their drive home. Users would go to a website, write or record their message then select where, when and how (radio or digital billboard) it would be delivered to coincide with their loved ones commute. Over 250,000 personalised messages were shared in just over a month.
