VicRoads launches ‘Unlock the grid’ campaign to beat Melbourne traffic
VicRoads has launched a campaign to tackle road congestion in Melbourne.
The campaign centres on the website Unlock the Grid, which helps show Melburnians the contribution they make to traffic, and suggests ways they can reduce it.
Digital agency Visual Jazz Isobar worked with VicRoads engineers to model the score. People who don’t travel score zero, while those who drive a lot and alone at peak times would score closer to 100.
Mitchell & Partners and emitch have partnered with Southern Cross Austereo for a month-long radio and social media campaign to promote Unlock the Grid. Haystac is handling PR.
Gavin Heron, ECD at VJI, said: “Unlock the Grid will resonate strongly with anyone who crawls through peak hour traffic on Melbourne’s roads. We’re driving a message of personal responsibility and also getting Melbourne to band together to help reduce congestion through all the social aspects of the campaign.”
“The website has been built using responsive design methodology, adapting to any mobile device to ensure we achieve maximum reach. Given the audience focus is strictly Melbourne people, we’ve also had a lot of fun developing the creative that residents will relate to, including playing on typical Melbourne traits like black clothing, good coffee and hipsters, several of whom were involved in the campaign.”
“Given the audience focus is strictly Melbourne people, we’ve also had a lot of fun developing the creative that residents will relate to..”
How much has this fun cost? $500k?, coming from Visual Jazz #justsaying
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