Creative Showcase
Pimp our Ads / Roads and Traffic Authority
Submitted By Matt Poulier
Description
Each year a significant number of NSW Australians aged 17 – 25yrs old are killed or permanently injured because of speeding, or driving when drunk or on drugs.
Our challenge was to cut-through with an innovative campaign that would engage our audience to actively take part in a road safety solution to stop their mates from killing themselves and other people.
We developed an interactive site which offered NSW Australian youths the opportunity to create their own road safety ads and the chance to win a Toyota Yaris and other prizes. Press, radio advertising and postcards to schools supported the site launch along with an extensive PR campaign.
We achieved 31,992 site visits and 7901 ads were created.
Objective
Like any organisation with “Authority” in its title, Australia’s New South Wales Roads and Traffic Authority has a hard time getting young people to listen to what it has to say. Hence a young driver dies every six days on our roads. Our challenge was to find a way to get road safety messages across to a notoriously cynical and marketing savvy Gen Y audience.
Technical Challenge
It doesn’t take a genius to realise that it doesn’t pay to “preach” to Gen Y. We didn’t preach, we created a user-generated content strategy that encouraged young people to keep their mates safe by creating their own hard-hitting road safety ads.
PIMPOURADS.COM features a suite of design tools and photos that allow even a design novice to create great looking ads. The best road safety ad was run state-wide in press and outdoor. The designer of the best ad won a Toyota Yaris.
To drive traffic, we bought blank full pages in press and “pimped” them with stickers bearing the slogan “KEEP YOUR MATES SAFE”. We also dumped stickers in shops, cafes, and bars, recorded radio “live reads” and sent media kits to Schools, colleges and motor registries.
We generated significant PR in press, online and on TV.
Pimp our Ads
www.pimpourads.com
Client
Roads and Traffic Authority
Industry
Government
Agency
Lavender*
www.lavender.ad
Media
Integrated Branding
Credits
Account Executive
Zoe Boalch
Agency Producer
Claire Van Heyningen
Art Director
Chris Perry and Marco Eychenne
Creative Director
Simon Lee
Designer
Chris Perry
Director
Rebecca James
Writer
Simon Lee
Views
484