Motor Accident Commission

Schoolies Festival - Look Out For Your Mates

The Motor Accident Commission (MAC) aims to reduce the number and impact of road injuries and deaths in South Australia.

www.mac.sa.gov.au

Challenge  MAC sought new ways to better activate their sponsorship of the Schoolies Festival.

Solution  We built an Australian first Schoolies app that provided festival details: geo-located bus timetables, safety info, maps and help line numbers.

Result  The branded app proved to be a highly valuable utility that made it easy and safe for mates to plan, find and catch free transport and get around. It also helped Encounter Youth (the 500 event volunteers) to co-ordinate the event and provide useful information.
Challenge  Spread the key campaign message to help keep Schoolies safe.

Solution  Leveraging the insight that young people value the opinions of their peers above all others, our strategy began by creating the positive message, “Look Out For Your Mates” and provided signage all around the festival, on walls, buses and T-shirts.

Result  Look Out For Your Mates created a platform that resonated with peer conscious friends, inspiring them to keep each other safe.
Challenge  MAC wanted young adults to be aware of their safety message while also having fun at Schoolies Festival.

Solution  We branded, sourced and gave away over 8,000 branded sunnies to young adults attending the event. (Which kids are still wearing!)

Result  Market research showed that MAC experienced the highest brand recall of the festival. We made it fashionable to share the message and paved the way for kids to be more receptive to MAC’s road safety messages.
Challenge  MAC wanted to share road safety messages in environments relevant to young adults.

Solution  Merging the online and offline world together and extending the message beyond the event, we made it simple to share the experience with mates by running an interactive photo booth that published pics to Facebook hourly.

Result  Publishing the images on Facebook extended the message beyond the event and was extremely popular with 95,200 photos views in the first week alone. Over 2,050 photos were taken of more than 5,000 Schoolies with 2,000 also claiming a custom photo badge.
Challenge  Promote MAC's support of Schoolies Festival.

Solution  We contributed design and information about MAC's involvement with the event for the festival brochure; promoting the mobile app, photobooth and campaign message "Look Out For Your Mates".

Result  Event goers were more aware of MAC's involvement in the event and were easily able to find and access the app and photobooth.

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