Transport Accident Commission (TAC) Promo, Case study GIFT OF A LIFT by LEAP, Melbourne


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Industry Traffic safety
Media Promo & PR, Case study
Market Australia
Agency LEAP, Melbourne
Art Director Anton Lambaart
Released December 2010

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Agency: LEAP
Date of First Appearance: Dec 23 2010
Entrant Company: LEAP, Melbourne, AUSTRALIA
Creative Director: Anton Lambaart (Leap)
Art Director: Anton Lambaart (Leap)
Writer: Chris Wiles (Leap)
Finished Art: Michael Eyres (Leap)
Senior Manager-Road Safety and Management: John Thompson (Transport Accident Commission)
Marketing Project Manager: Emma Mulholland (Transport Accident Commission)
Account Manager: Lynette Powell (Leap)
Media placement: Press Insert - Victoria Herald Sun - Dec/23/2010

Describe the objective of the promotion.
Our objective was to lower the incidence of drink driving amongst young drivers (between the ages 18 to 30) during the Festive Season.
This translates to a requirement of lowering the death toll and rates of physical trauma due to drink related accidents.

Describe how the promotion developed from concept to implementation.
How do you get young drivers to offer to be a 'designated driver’ for their friends during a time they want to enjoy themselves?

Well... you make it the coolest, most magnanimous gift only a legend like you could give. You ham it up as though it's the biggest favor in the world… You make it a gift that shows the value you place on your friendship with your mates. Then you make it an easy to get, beautifully printed card... something you can fill in and add to a Christmas stocking or gift.

Explain why the method of promotion was most relevant to the product or service.
Research is showing that this generation is beginning to show signs of technology burnout. Facebook is becoming a pressure they can't keep up.
They are also a tribal generation. They care about the planet, they care about each other.
Social interaction (personal rather than virtual) is becoming more and more important.

Making the communication a physical device that could be shared between them was a key aspect of the idea. Turning the gesture of being designated driver into a gift through the use of a card presented TAC a friend with a sense of humour rather than a draconian Government Authority.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The ultimate measure of success for this campaign was to reduce the number of drink driver fatalities on Victorian roads over Christmas. The campaign was the only new initiative by the client during this period.

Budget $40k. 554,000 inserts in Australia’s highest selling daily newspaper.

Generated live radio interview 3AW state’s No:1 Breakfast Show.

Generated National Live TV interview 7pm Project (target market’s favoured free to air station, Channel 10). 855,000 viewers.
Generated ¾ page feature Herald Sun and article with photo endorsement by Mayor in the Geelong Advertiser

Record low fatalities in 4 years with 20% reduction in deaths.