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WIPE OFF 5

基本信息
行业: 公益与非盈利组织
媒体:推广与活动
投放:澳大利亚
风格: Minimalism
说明cnen
Describe the brief from the client:
People are unaware of the dangers associated with low level speeding (eg. travelling 1-9 kms over the speed limit) As a result, speed continued to be the number one killer on Victorian roads.

Driving 5km over the speed limit doubles the risk of crashing.
- Road Accident Research, University of Adelaide

Knowing this, we needed to encourage drivers to slow down and wipe 5 kilometres off their speed.

Promotion Development:
The Transport Accident Commission teamed up with the Australian Football League to wipe off the 5 from the 50-meter arc to remind people to wipe off 5 km. The grounds were altered on every football field across the state, reaching Victorians at the game and millions more watching from home. This sparked an overwhelming reaction in the media, as it was the first time in history that on ground markings were altered. This saw football fans working together to wipe off 5 in their own community by submitting their ideas to reduce the toll on the Wipe off 5 website.

Results:
After the campaign, a record 88% of Victorians defined speeding as anything up to 5km over the speed limit.

The number of Victorian drivers who claimed to exceed the speed limit all or most of the time decreased to 9% from 14% at the beginning of August, when the Wipe Off 5 campaign launched.

Over 2,500 ideas to encourage the community to Wipe off 5 were collected on the website.

There were 31,000 less speeding fines issued than the same time the previous year.

In the 6 months that followed, Victoria’s road toll was at its lowest in 90 years.

Relevancy to Product/Service:
A partnership with the Transport Accident Commission and the Australian Football League meant that our road safety message could be leveraged by Victoria’s biggest community. Starting with wiping the 5’s off the 50 meter arcs at every football match across the state, the campaign encouraged all Victorians to actively take collective responsibility for reducing speed and fatalities on Victorian roads.
制作信息
品牌:
广告公司:
执行创意总监:
创意总监:
美术指导:
客户主管:
客户经理:
其他职位:Creative: Laura Petruccelli, Rohan Cooke
Strategist: Alice Atherton
Head Of Production: Sandi Gracin
General Manager: Randal Glennon
General Manager: Kerrie Spaargaren
Sponsorship Manager: Candice Mcdonald
Corporate Affairs: Sarah Henderson
Digital Account Director: Robyn Cameron
Digital Account Manager: Lucy Riordan
Digital Account Manager: Amy Crowther
Additional company: Graffiti, Life Lounge
奖项
戛纳国际创意节 2014
金奖 推广活动
Sponsorship or Partnership Campaigns
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