Transport Accident Commission (TAC) Promo CRASHED CAR by JAY GREY


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Industry Traffic safety
Media Promo & PR
Market Australia
Creative Director Nigel Dawson
Art Director David White
Photographer Toby Burrows @ The Kitchen Creative Management
Account Supervisor Marisa Jones
Released October 2010

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Product/Service: ROAD SAFETY
Agency: JAY GREY
Date of First Appearance: Nov 1 2010
Entrant Company: JAY GREY, Sydney, AUSTRALIA
Creative Director/Copywriter: Jay Furby (JayGrey)
Creative Director: Nigel Dawson (Grey)
Art Director: David White (JayGrey)
Photographer: Toby Burrows
Retoucher: (Cream Studios)
General Manager: Randal Glennon (Grey)
Account Supervisor: Marisa Jones (Grey)
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

Describe the objective of the promotion.
Speed-related collisions are the number one cause of fatalities on Victorian roads each year. The objective of this promotion for the Transport Accident Commission (TAC) of Victoria was to raise awareness of the deadly results of speeding, hoping to thereby reduce speed-related traffic accidents and fatalities on Australian roads in the state of Victoria.

We also needed to continue to highlight the result and danger of speed related crashes in a novel manner so as to cut through the complacency that the target audience has built up to anti-speeding messages.

Describe how the promotion developed from concept to implementation.
We sought to develop a concept that would resonate with the target audience through the impact of its message and the novelty of its execution.

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

We then 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 took notice of something they were not used to seeing - a crashed car driving alongside of them - and could change their behaviour immediately as a result.

Explain why the method of promotion was most relevant to the product or service.
People know that speed kills but think that it affects *someone else* and it is *not that close to them*. Additionally, drivers have become numb to current anti-speeding efforts due to the sheer number of communications directed at them.

This promotion was relevant because it was able to cut-through the clutter and leave a lasting impression on the target audience.

We took our compelling message to the streets - literally.

As a marketing first, our approach brought the grim reality of speed-related collisions directly to the target audience in a tangible and confronting way. So close that they could touch it!

Describe the success of the promotion with both client and consumer including some quantifiable results.
Hundreds of thousands of Victorians have been exposed to the message that speeding kills - in a novel way that they might remember for a long time.

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 as a result of this idea be enough?