Transport Accident Commission (TAC) Promo, Case study CRASHED CAR by Grey Melbourne

CRASHED CAR

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Industry Traffic safety
Media Promo & PR, Case study
Market Australia
Agency Grey Melbourne
Creative Director Nigel Dawson
Art Director David White
Copywriter Jay Furby
Photographer Toby Burrows @ The Kitchen Creative Management
Account Supervisor Marisa Jones
Released September 2012

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Advertiser: TRANSPORT ACCIDENT COMMISSION
Product/Service: ROAD SAFETY
Creative Director: Jay Furby (JayGrey)
Creative Director: Nigel Dawson (Grey Melbourne)
Copywriter: Jay Furby (JayGrey)
Art Director: David White (JayGrey)
Photographer: Toby Burrows
Retoucher: (Cream Studios)
General Manager: Randal Glennon (Grey Melbourne)
Account Supervisor: Marisa Jones (Grey Melbourne)
Account Manager: Adrian Lugg (JayGrey)
Senior Manager, Road Safety & Marketing: John Thompson (Transport Accident Commission)
Marketing Projects Manager: Shenagh Macrae (Transport Accident Commission)
Advertising Manager: Emma Mulholland (Transport Accident Commission)
Media placement: Ambient - Debut At Press Conference - 1 November 2010

Summary of the Campaign
The Transport Accident Commission (TAC) aims to reduce the number of deaths on Victorian roads by educating drivers about specific behaviors that put them at risk. Research shows that the most deadly of these behaviors is speeding.

Our task was to break through the communications clutter and deliver a powerful message that would resonate with the target audience.

To do so, we took a 360-degree photograph of a real car wreck and attached it, as a skin, on a normal working car.

We drove this faux-crashed car around the streets of Victoria, reaching people at the places they were most likely to appreciate the message. On the highway, on the streets and in parking lots.

Drivers were struck by the impact of the idea and the novelty of its execution.

Additionally, Crashed Car generated valuable earned media, amplifying the reach of the message once news outlets heard of it.

The result:
- In the month the campaign was launched, road fatalities in Victoria fell to just 12 down from 37 in the previous month and 23 in the same month the previous year.

Although it is impossible to isolate the impact of this one ad within the overall activity of the TAC, wouldn’t one life saved as a result of this idea be enough?

The Situation
Many people know that they should slow down when driving.

Most, though, do not fully realize the full impact of a collision, and think of speeding laws more as a hindrance for getting from a doctor’s appointment to a child’s soccer game than as a guideline put in place to protect them. Additionally, The target audience has become numb to anti-speeding messages due to the sheer number of communications they have been exposed to in the past.

We needed to overcome communication fatigue of the dangers of speeding and deliver a road safety message in a new and unique manner.

The Goal
The Crashed Car PR campaign sought to inform people about the potential dangers of a collision with a powerful visual delivered through a novel medium.

We wanted people to literally see and almost feel the end result of a car crash and hence alter their driving behavior.

The Strategy
Our insight was that people already know that speed kills but believe it affects "someone else" and it is "not that close to them".

To bring the deadly consequences of speed closer to our target audience and to leverage the truth of our insight, we came up with an innovative solution and designed to cut-through and leave a lasting impression on the target audience whilst communicating a compelling message.

We took the message to the streets-literally-and demonstrated the end result of speed-related collisions in a vivid and meaningful way.

As a marketing first, this approach brought the end result of speeding close and directly to the target audience in a tangible and confronting way. So close that they could touch it!

Execution
The TAC launched Crashed Car at a press conference about the dangers of driving above the speed limit.

They then drove the car around the streets of Victoria, in highly trafficked areas and areas with an above-average history of automobile accidents, and parked the car on city streets and in shopping center parking lots (where the ambient advertising was likely to cause a reaction in people walking to and from their vehicles).

The PR campaign picked up steam when it gained the attention of local news outlets (in print, television, radio, and online media) that ran stories highlighting the novel approach that the Crashed Car advertisement took to addressing its communications objective.

Documented Results
Hundreds of thousands of Victorians have been exposed to the message that speeding kills-but in a novel way that they might remember for a long time to come.

At a more intimate level, thousands of people stopped to examine the car whilst parked--walking 360-degrees around it to examine the result of a car crash.

In the month the campaign was launched, road fatalities in Victoria fell to just 12--down from 37 in the previous month and 23 in the same month the previous year.

Though impossible to isolate the impact of this one ad within the overall activity of the TAC, wouldn’t just one life saved, or one person reached through this idea, be enough of a result?