WIPE OFF 5

Short List
TitleWIPE OFF 5
BrandTRANSPORT ACCIDENT COMMISSION
Product / ServiceROAD SAFETY
CategoryA01. Use of promotional stunts/live advertising/live shows/concerts & festivals
EntrantGREY MELBOURNE, AUSTRALIA
Entrant Company GREY MELBOURNE, AUSTRALIA
Advertising Agency GREY MELBOURNE, AUSTRALIA
Media Agency MITCHELL & PARTNERS Melbourne, AUSTRALIA

Credits

Name Company Position
Michael Knox Grey Melbourne Executive Creative Director
Nigel Dawson Grey Melbourne Creative Director
Peter Becker Grey Melbourne Art Director
Laura Petruccelli Grey Melbourne Creative
Rohan Cooke Grey Melbourne Creative
Alice Atherton Grey Melbourne Planner
Sandi Gracin Grey Melbourne Head Of Production
Jodi Gubana Grey Melbourne Account Director
Randal Glennon Grey Melbourne General Manager
Kerrie Spaargaren Graffiti Director
Bec Steward Grey Melbourne Senior Account Manager
Simon Mcgrath Graffiti Senior Account Manager
Harriet Taggart Graffiti Senior Account Manager
Candice Mcdonald Transport Accident Commission Sponsorship Manager
Sarah Henderson Transport Accident Commission Corporate Affairs
Fergus Ruddle Mitchells Account Director
Elizabeth O'dowd Mitchells Account Manager
Robyn Cameron Mitchells Digital Account Director
Lucy Riordan Mitchells Digital Account Manager
Amy Crowther Mitchells Digital Account Manager
Graffiti Additional company
Life Lounge Additional company

The Brief

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.

Describe how the promotion developed from concept to implementation

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 was 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.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or 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.