Vicroads DM CITYGT by J. Walter Thompson Melbourne

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Industry Traffic safety
Media Direct marketing
Market Australia
Agency J. Walter Thompson Melbourne
Executive Creative Director Richard Muntz
Art Director Harsh Kapadia
Copywriter Chris Andrews
Released September 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: VICROADS
Agency: JWT
Date of First Appearance: Sep 6 2009 12:00AM
Entrant Company: JWT, Melbourne , AUSTRALIA
Entry URL:
Executive Creative Director: Richard Muntz (JWT Melbourne)
Deputy Creative Director: Keith Nicolas (JWT Melbourne)
Copywriter: Chris Andrews (JWT Melbourne)
Art Director: Harsh Kapadia (JWT Melbourne)
Account Director: Prue Tehan (JWT Melbourne)
Account Director: Matthew Lonergan (JWT Melbourne)
Digital Director: Daniel King (JWT Melbourne)
Marketing & Communciations Manager: Paul Tierney (VicRoads)
: Dale Cofield (VicRoads)
Production Company: (Millipede)
Media placement: Cyber - Digital Big Screen and iPhone - 6 September 2009

Describe the brief/objective of the direct campaign.
80% of young drivers admitted to talking on the phone while driving. An increasingly prevalent issue in our technology–driven society, and one that increases the risk of crashing by up to four times. Unsure how to spread the message, particularly among the younger target market of 18 - 25 year olds, the road traffic authority VicRoads, commissioned us to develop a solution to raise awareness of the dangers on talking on the phone while driving.

Explain why the creative execution was relevant to the product or service.
CityGT was a driving game that specifically targeted young people. It was released as a free game on the iTunes store and was completely void of any VicRoads branding. The game itself looked and played like a real driving game, and became an engaging medium for VicRoads to directly talk to their young audience about the dangers of using mobile phones while driving.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a mobile phone driving game called CityGT. The game was made available via the iTunes Apps store or could be played at a special launch installation at Melbourne’s Federation Square. Within CityGT, we embedded a hidden safe driving message. Once a player starts playing CityGT and navigates the course for a minute or so, the phone they’re playing on unexpectedly rings. If the player answers the call, they’re reminded of the dangers of talking on mobile phones while driving.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The CityGT launch was featured on all major news networks and generated significant amounts of online discussion. The game was downloaded over 30,000 times in its first month and rapidly climbed the list of 'Featured Apps' on the Apple iTunes store, eventually ranking number 3 in the Hottest Apps section.