Transport Accident Commission (TAC): WIPE OFF 5

Credits & Description:

Type of entry: Use of Promo & Activation
Category: Sponsorship or Partnership Campaigns
Advertiser: TRANSPORT ACCIDENT COMMISSION
Product/Service: SPEED
Agency: GREY MELBOURNE, AUSTRALIA

Client: TRANSPORT ACCIDENT COMMISSION
Product: SPEED
Entrant: GREY MELBOURNE, AUSTRALIA
Type of Entry: Use of Promo & Activation
Category: Sponsorship or Partnership Campaigns
Entrant Company : GREY MELBOURNE, AUSTRALIA
Advertising Agency : GREY MELBOURNE, AUSTRALIA
Media Agency : MITCHELL & PARTNERS South Melbourne, AUSTRALIA
Production Company : THE POUND Melbourne, AUSTRALIA

Executive Creative Director: Michael Knox (Grey Melbourne)
Creative Director: Nigel Dawson (Grey Melbourne)
Art Director: Peter Becker (Grey Melbourne)
Creative: Laura Petruccelli (Grey Melbourne)
Creative: Rohan Cooke (Grey Melbourne)
Strategist: Alice Atherton (Grey Melbourne)
Head Of Production: Sandi Gracin (Grey Melbourne)
Account Director: Jodi Gubana (Grey Melbourne)
General Manager: Randal Glennon (Grey Melbourne)
General Manager: Kerrie Spaargaren (Graffiti)
Senior Account Manager: Bec Steward (Grey Melbourne)
Senior Account Manager: Simon Mcgrath (Graffiti)
Senior Account Manager: Kath Regan (Graffiti)
Sponsorship Manager: Candice Mcdonald (Transport Accident Commission)
Corporate Affairs: Sarah Henderson (Transport Accident Commission)
Account Director: Fergus Ruddle (Mitchells)
Account Manager: Elizabeth O'dowd (Mitchells)
Digital Account Director: Robyn Cameron (Mitchells)
Digital Account Manager: Lucy Riordan (Mitchells)
Digital Account Manager: Amy Crowther (Mitchells)

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.