Be Aware and Share Advertising Campaign

Reminding Adelaideans that public spaces are for sharing, no matter which mode of travel they choose.

EMPLOYER
City of Adelaide

PROJECT
BE AWARE AND SHARE for SMART MOVE ADELAIDE

ROLE
Marketing Campaign Manager

CREATIVE CONCEPT / DESIGN
Orbit Design Group

ANIMATION
Mable Animation

MEDIA BUYING
Me

Brief

The City of Adelaide wanted to encourage people moving around the city to show consideration to other commuters and to move mindfully. The intention was to speak to people getting around on bicycles, in cars and on foot without showing bias towards one type of commuter.

It was up to me to work with a creative agency to develop a transport etiquette campaign strategy with key messages and a creative concept that was flexible enough to reach Adelaideans where it mattered to drive the message home (Pardon the pun). Through out-of-the-box OOH, Geo-fenced YouTube preroll advertising and good old print advertising, we created an integrated advertising campaign that packed a punch and had an evergreen lifespan. Elements of the campaign are still being used by the City today, online.

Channels and Artwork

Public carpark boom gate signage
Permanant metal signage to sit underneath parking limit signage
Footpath Decals
3 x 30 second videos
JC Decaux Tram Wraps
Print Advertising series

Approach

Managed procurement tender between 3 creative agencies
Briefed and managed winning creative agency explaining project summary, KPIs, and desired outcome
Procured media channel vendors and briefed deliverables, budget and technical expectations
Executed media plan and buying
Created written content execution on landing page
Project managed internal stakeholders and external vendors, budgets, interviews, print production, graphic design version control
Socialised creative and media plan to internal executives for approval
Project managed digital landing page
Collaborated with Social Media Manager for campaign launch
Tracked and measured campaign performance
Procured post-campaign market research and developed post-analysis report

Achievements

All collateral pieces delivered and approved, on time and on budget in 2014.

Over the 6 week campaign period

Average of 6,300 views of YouTube pre-roll videos per video released with 72% of audiences watching to 85% or completion
Campaign landing page had 4,300 views
Subsequent market research showed 85% of Adelaideans who frequented the city recalled the ad with another 80% of those that recalled the ad committing to move more mindfully around the city.