BREAKPOINT

TitleBREAKPOINT
ClientTRANSPORT ACCIDENT COMMISSION VICTORIA
Product / ServiceTRANSPORT ACCIDENT COMMISSION VICTORIA
CategoryB03. Use of Print / Outdoor
EntrantCLEMENGER BBDO MELBOURNE, AUSTRALIA
Idea Creation CLEMENGER BBDO MELBOURNE, AUSTRALIA
Media Placement CLEMENGER BBDO MELBOURNE, AUSTRALIA
PR CLEMENGER BBDO MELBOURNE, AUSTRALIA
Production CLEMENGER BBDO MELBOURNE, AUSTRALIA
Additional Company TRANSPORT ACCIDENT COMMISSION Geelong, AUSTRALIA

The Campaign

Up to 20% of road deaths are due to driver fatigue. The Transport Accident Commission in Australia recommends stopping every two hours, but most drivers don’t. We created a new reason to pull over, by showing drivers they were passing something worth photographing. We identified heavily travelled and high-risk routes, then searched social media channels for images taken nearby. These became billboards which were placed on location, encouraging drivers to stop somewhere they wouldn’t have before. Using native Google Maps integration, ‘Breakpoints’ could be safely added to mobile devices as navigation waypoints.

Creative Execution

The Breakpoint campaign lived on major Australian roads from July 1st–August 31st – during the busy and dangerous winter season. After identifying high-risk routes, we searched social media for geo-located photos taken along these roads. The campaign launched with 31 of the best photos turned into physical mobile billboards, placed back at the location they were taken. Each billboard became a ‘Breakpoint’ - a safe location for drivers to stop and take their own photographs. Drivers were targeted through social media before their journeys and were driven to the mobile-first campaign website where they could explore Breakpoint locations along their routes. Using native Google Maps integration, these could be safely added to mobile devices as navigation waypoints. Influencers expanded the campaign by creating their own hashtagged Breakpoints which were shared with followers. These then became physical billboards. Targeted Spotify ads also safely alerted drivers when they were nearing Breakpoints.

For a tactical, highly-targeted campaign, ‘Breakpoint’ had strong cut-through and impact. We reached 300,000 Victorian’s and our content had 280,276 video views. The campaign website also saw high levels of web engagement with 8,725 sessions and many downloading their trip to Google Maps. Based on the locations during the campaign period (July 1st – August 31st), we found that over 2000 breakpoint-related photos were made during the campaign period. If 1 in 5 of these were planned ‘breaks’ resulting from our campaign, that’s a significant result of 424 breaks. Our ‘Breakpoints’ became a way for drivers to be excited about the journey and not just the destination, giving them a genuine opportunity to rest without compromise.

The Transport Accident Commission’s ‘Breakpoint’ campaign was created to lower road deaths by encouraging drivers to take regular stops when driving long distances. To do this, we showed drivers that there were beautiful locations to take photos of not just at their destination, but along the way too – and encouraged them to pull over and take their own. The campaign talked to drivers both on the road and on social media. But more than that, it combined the two through mobile billboards that were printed with real social media posts taken just up ahead from the billboards physical location.

Insights, Strategy and the Idea

Australia is home to some of the world’s longest and most boring roads, meaning drivers rush to their destinations. As a result, up to 20% of roads deaths are due to driver fatigue. The Transport Accident Commission recommends people pull over and rest every two hours. Unfortunately, drivers felt that pulling over made their destination feel further away. So, we tapped into a behaviour research showed they were willing to delay their arrival for–sharing jealousy-inducing photos on social media. Using historical traffic data, we identified high-risk routes. The campaign then invited drivers to pull over, take a break and a photo somewhere beautiful. Travellers were targeted with social media advertisements, showing beautiful locations they could stop and photograph on upcoming journeys. On roads, mobile billboards featured photos taken at locations up ahead, encouraging drivers to pull over immediately. Social sharing grew the campaign with user-generated photos becoming ‘Breakpoints’ and billboards.

Credits

Name Company Position
Samantha Cockfield Transport Accident Commission (Victoria) Senior Manager, Road Safety
Samantha Patterson Transport Accident Commission (Victoria) Campaign Manager
Gemma Radbourn Transport Accident Commission (Victoria) Marketing Coordinator
James McGrath Clemenger BBDO Melbourne Creative Chairman
Stephen de Wolf Clemenger BBDO Melbourne Executive Creative Director
Giles Watson Clemenger BBDO Melbourne Art Director
Joe Sibley Clemenger BBDO Melbourne Art Director
Tim Smith Clemenger BBDO Melbourne Copywriter
Matt Pearce Clemenger BBDO Melbourne Planning Director
Adam Hengstberger Clemenger BBDO Melbourne Senior Digital Designer
Priya Stewart Clemenger BBDO Melbourne Digital Designer
Brie Stewart Clemenger BBDO Melbourne Head of Social
Lizzy Garland Clemenger BBDO Melbourne Social Media Manager
Nicchia Gray Clemenger BBDO Melbourne Social Media Manager
Christian Russell Clemenger BBDO Melbourne Business Interactive Director
Cynthia Bons Clemenger BBDO Melbourne Agency Digital Producer
Maryne Muroni Clemenger BBDO Melbourne Agency Digital Producer
Sylvain Simao Clemenger BBDO Melbourne Full Stack Developer
Sonali Bhattacharya Clemenger BBDO Melbourne Tester
Naomi Gorringe Clemenger BBDO Melbourne Group Business Director
Bianca Shah Clemenger BBDO Melbourne Business Director
Emma Williamson Clemenger BBDO Melbourne Project Director
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