TAC targets youth with confronting social media campaign Roadtrip Forever
The Transport Accident Commission has teamed up with radio network Southern Cross Austereo to produce a confronting social media campaign targeting 18-25 year-olds, a demographic that represents 26 per cent of road trauma victims on Victoria’s roads.
The campaign is based on the insight that young people would rather die than kill their best friend.
The campaign invites young people to take the ‘Roadtrip Forever’ with a Facebook friend by visiting the website roadtripforever.com. The site takes these friends on a road trip using video footage of a car journey to a music festival, which ends in a nasty road accident.
An app uses images of Facebook friends to show the user the people – their friends and family – who would be affected by their recklessness on the road.
John Thompson, the former marketing director of TAC, and now general manager at Mitchell & Partners, the TAC’s media agency, said in a press release: “Roadtrip Forever is a progressive, innovative and creative campaign from SCA that we are really proud and excited to be involved in bringing to life for one of our clients the TAC. Its foundation in social media and connection to friends should deliver a very strong message that resonates with the at-risk young-driver audience.”
Behind the scenes footage from the campaign can be seen here.
The trailer for the Roadtrip Forever can be seen here.
Angus Stevens, CD of vision sales at Southern Cross Austereo, said: ‘TAC were looking for new ways to reach young adults, and we saw a huge opportunity to reach this core group by integrating their personal data into the narrative of the film, to maximise the impact of the key message.”
“We’re starting to see more and more creative agencies harnessing Facebook data to integrate into campaigns, and we’re really excited to be leading the way from a film perspective,” he said.
Look, it’s a nice initiative but is never going to capture the imagination of the public and be shared en-mass, because people don’t want to watch depressing shit
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“The campaign is based on the insight that young people would rather die than kill their best friend.”
Or why not base it on the insight that creative teams would rather make up their own insights rather than having to work with nonsense like this?
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@circling sharks
I’m part of the target market. I would much rather die than be responsible for killing my best friend or partner.
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Of course you would, that’s my point. It’s hardly a revealing insight. In fact, it’s not insightful at all. It’s pure planner nonsense, and the sort of thing that causes creatives to gouge out their eyes with a Sharpie.
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“The core idea is to make sure at the end it has an impact…” – That’s not the idea, that’s what you want the result to be, otherwise that’s every idea ever written.
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