Transport Accident Commission (TAC) Case study SEATBELTS by Grey Melbourne


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Industry Traffic safety
Media Case study
Market Australia
Agency Grey Melbourne
Director Dogboy Matthew Mccaughey
Executive Creative Director Executive C.d. Ant Shannon
Art Director Peter Becker, Vanessa Cooke Stuart Shepherd, Gus Johnson
Copywriter Adam Ferrie, Nigel Dawson
Producer Fiona Mcgregor
Editor Roberta Horslie
Released August 2010

Credits & Description

Category: Titanium and Integrated
Product/Service: SEATBELTS
Date of First Appearance: Aug 1 2010
Executive Creative Director: Ant Shannon (Grey)
Creative Director: Nigel Dawson (Grey)
Agency Producer: Sandi Gracin (Grey)
Art Director: Peter Becker (Grey)
Art Director: Stuart Shepherd (Grey)
Art Director: Gus Johnson (Grey)
Copywriter: Nigel Dawson (Grey)
Copywriter: Adam Ferrie
Director: Dogboy (Dogboy)
Editor: Roberta Horslie
Producer: Fiona McGregor
Production Company: (The Pound)
Sound Design Company: (GAS Inc)
Director of Photography: Tov Belling
Sound Designer: Rodney Lowe
Account Director: Randal Glennon (Grey)
Promotion Agency: (Graffiti)
Retoucher: Rohan Voigt
Media placement: Press Ad - Newspaper - Herald Sun / The Age - August 2010
Media placement: TV Campaign - All Victorian Free To Air Channels - August 2010
Media placement: Essendon Press - Hille - Newspapers Melbourne - August 2010
Media placement: Guernseys, Old And New - Team Guernseys - August 2010
Media placement: Around Ground Applications - MCG Sports Ground - August 2010
Media placement: Victory TV - Stadium Media - August 2010
Media placement: Footy Record Cover - Record Magazine - August 2010

Describe the campaign/entry
Seatbelt use is almost universal. But 20% of those killed in road crashes are unbelted.

2010 saw the 40th anniversary of the introduction of the compulsory wearing of seatbelts in Victoria, the first jurisdiction in the world to do so.

The Transport Accident Commission wanted a tactical campaign to remind both drivers and passengers of their importance.

Australian Rules Football dominates all aspects of Victorian life during the winter. We spotted an opportunity with one of the leading AFL clubs, Essendon, to use a blockbuster fixture to promote seatbelts.
It grew from there to incorporate the 40th anniversary, PR, events around the game, extensions into other sports and on-going education, generating awareness way beyond the media spend and creating an event that will become annual.

Describe how the campaign/entry was launched across each channel in the order of implementation
It launched with press and radio advertising that celebrated the 40th anniversary.
Iconic commercials from the past were re-run and re-badged.

In a historic first, Essendon replaced the famous red sash on their jumpers with a symbolic seatbelt.
Vice captain, David Hille, led the campaign. 12 years ago, by wearing his seatbelt, David survived a crash that killed three of his mates.

The climax was a Friday night blockbuster between Essendon and Collingwood in front of 80,000 people.
It included promotional activities around the ground.
But it went further. The AFL branded the entire round of fixtures the ‘Seatbelt Round’.

It spread beyond footy; the Melbourne Victory soccer team became the first to change their strip for a cause.
Victoria police supported the initiative and launched Operation Pinball, catching 1820 people.
And a competition for schoolkids on the history of seatbelts had a $2000 prize.

Give some idea of how successful this campaign/entry was with both client and consumer
The AFL said that the ‘Seatbelt Round’ was the best leveraging of a sponsorship in their history. It will not be a one-off; as a result of this initiative the AFL has declared a ‘seatbelt round’ during every season in the future.

Along with all the other activities for the year, the campaign contributed to the lowest Victorian road toll ever.
Spontaneous awareness of the campaign rose to 84%, one of the highest figures ever and well ahead of the objective of 75%.

The media launch was captured on every major TV network and generated over $620,000 of free coverage.
The TAC rate it one of the most successful integrated campaigns in it’s 21 year history.