roadtrip forever tac victoria marketingcampaign interview
TRANSCRIPT
&
www.roadtripforever.com.au
Q ASouthern Cross Austereo &
Online Circle Digital on the social media campaign
“Roadtrip Forever”
Online Circle Digital goes behind the scenes with Angus Stevens, Creative Director Vision Sales at SCA, in an exclusive interview about Roadtrip Forever.
READ HOW IT WENT DOWN
Online Circle:
STOPONLYAngus Stevens:
TAC were looking for new and innovative ways to reach young adults. We saw a huge opportunity to reach this core group by integrating their personal data into the narrative of the film, to maximise the impact of the key message.
1. Why did you decide to use social media for this campaign?
We wanted to create a genuine conversation where our target demo directly bought into the idea, related to the story and unprompted, chose to share it with their friends.
Online Circle:
Angus Stevens:It’s had a positive response. The social media strategy of discovery, word of mouth referral and unpaid celeb Twitter support, was combined to drive traffic to the site.
This approach has resulted in over 60% of users arriving via referrals, the site duration averaging over four minutes per user and the conversations on Twitter and Facebook driven by the target demo reflecting the road safety message that is the core objective of the campaign.
2. How has it performed so far?
This social media campaign from@SCrossAustereo is innovative andbrilliant. Watch. roadtripforever.com
Mia Freedman@MiaFreedman
Online Circle:
Angus Stevens:The inspiration behind the campaign was twofold. Firstly the pain of reading RIP messages left on the Facebook wall of friends who’d passed away. How do you capture that moment in a manner that would be genuine and relatable for our audience… without feeling heavy handed or alienating your audience?
Secondly borne out of TAC’s research which highlighted that young adults would rather die than hurt or kill their best friend.
Using these insights we created a realistic scenario that brought to life their worst fears.
3. What was your inspiration behind this campaign?
Online Circle:
STOPONLYAngus Stevens:
It’s unique to TAC as it’s not a traditional TVC that is presented to the audience through traditional media. Instead it’s a conversation with the audience – where the user is an active participant in the creation of the content that they view. In turn they become an advocate of the message through the ease with which they can share the message with their own social media community.
4. HowdoyouthinkthisdiffersfromallotherTACcampaigns?
Online Circle:
STOPONLYAngus Stevens:
5. What were your objectives for this campaign?
The core objective of this campaign is to change the driving behaviour of Victorians aged 18-24. Distraction is an important road safety issue that needed to be addressed for young women, particularly the use of mobile phones whilst driving. For men it’s more about speeding.
The two webfilms produced for Roadtrip Forever and the road safety message embedded within these clips incorporates Facebook data to personalize and heighten this message, thereby creating a lasting impression on the user and hopefully alter their driving behaviour.
Online Circle:
STOPONLYAngus Stevens:
From the initial concept being pitched through to going live on the site this was 14 months in the making.
6. How long did this campaign take to execute?
Online Circle:
STOPONLYAngus Stevens:
Based on the insight that the TAC were looking for new ways to reach young adults, Roadtrip Forever was created.
7. WhatwastheoriginalbrieffromTAC?
Online Circle:
STOPONLYAngus Stevens:
As of today (22 March), seven people aged between 18-25 years have died on Victorian roads this year.
In terms of comparative road fatality statistics between the Australian states, this website has a database to generate stats, but it only has year-on-year stats, not year-to-date.
8. What is the current death toll for young drivers? In which state is the death toll for young drivers highest?
Online Circle:
STOPONLYAngus Stevens:
At a minimum it will be available for the remainder of 2013.
9. Is Roadtrip Forever a permanent social media application? If not, how long will it be available for?
Online Circle:
STOPONLYAngus Stevens:
Since launch we’ve had an incredible response for Roadtrip Forever as evidenced by the social traction and the comments we’ve seen. The quality of the experience for each individual user is also uniquely high with an average duration of over four minutes per user. With over 30,000 views in the initial word-of-mouth phase we couldn’t be happier with the results thus far.
10. How many people have used it so far?
Online Circle:
STOPONLYAngus Stevens:
Give yourself time. Time to plan, time to nail production, time to test, and time to observe the users’ response so you can ensure that their conversations and reactions are visible to as many people as possible.
11. What is the greatest tip you can impart to social media managers based on your learnings from this project?
