Campaign details
Brand: Road Safety CommissionBrand owner: Road Safety CommissionLead agency: 303 MullenLoweContributing agencies: MullenLowe GroupCountry: AustraliaIndustries: Government, social policyMedia channels: Content marketing, Outdoor, out-of-home, Public relations, Radio & audio, Social media, TelevisionBudget: Up to 500k
Executive summary
This case study shows how the Road Safety Commission Western Australian tackled the most difficult group of reckless drivers, finding a new way to connect with this impenetrable audience by creatively taking away what mattered most to them – their freedom.
How do you get a group of ego-driven,...