Victory Is Slowing Down On The Road
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Average survey completion rate
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Of fans at match day considered the TAC messaging
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Average engagement rate with the Memory Test Game
The Challenge
The Transport Accident Commission (TAC) engaged MKTG to influence the attitudes and behaviors of the Victorian football community concerning low-level speeding. The campaign aimed to leverage the partnership between TAC and Melbourne Victory (MV) to deliver a crucial road safety message: "Victory is slowing down on the road."
The Solution
To engage fans and raise awareness, MKTG developed a comprehensive campaign that included a memory test game featuring TAC messages and visuals. This game was played live by a Melbourne Victory player during half-time, encouraging fan interaction and education. Additionally, we created a suite of assets to support the campaign, including custom visuals for Pride and All Abilities rounds. As part of the deliverables, we produced a television commercial (TVC) end-to-end, showcasing the risks of low-level speeding. The TVC featured Melbourne Victory players to enhance engagement and authenticity while delivering a critical road safety message.
Innovating to Impact
MKTG drove significant behavioural impact for TAC by transforming a road‑safety message into an engaging, club‑integrated fan experience. Through innovative activations, like a live, interactive memory‑test game played by Melbourne Victory athletes, bespoke creative assets for key rounds, and a fully produced TVC featuring players, MKTG delivered the message with authenticity and high visibility. The campaign blended education with participation, reaching fans across in‑stadium, digital, and broadcast touchpoints. MKTG also developed a measurement dashboard, enabling TAC to track growth, engagement, and message retention match‑to‑match, ensuring the campaign delivered meaningful, measurable change in attitudes toward low‑level speeding.
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