Victoria Transport Accident Commission (TAC) is running “Roadtrip Forever”, a campaign combining traditional storytelling with social media technology. Hosted on roadtripforever.com, the immersive online video experience integrates users and their friends’ Facebook content, delivering a deeply personalised experience for anyone who ‘takes the trip’. The inclusion of the viewer’s friends into the story alongside the user’s personal photos, heightens the impact of the road safety message and packs a punch unlike any other.
Two completely different web films were produced, a male and a female version, based on the TAC’s detailed research about the target demographic and each gender’s unique driving behaviours. This research also showed within the 18-25 demographic a preference for online as the most effective platform for brand communication. This insight formed the basis of the content creation and distribution strategy thereby making Roadtrip Forever available to them on their turf via online and on their terms via social media sharing.
The social media strategy of discovery, word of mouth referral and un-paid celeb twitter support, was combined to drive traffic to the site. This approach has resulted in over 60% of users arriving via referrals with the site duration averaging over four minutes per user. The social media shares demonstrate the impact of the content upon our target audience and their willingness to push this road safety message to their peers; reflected in tweets such as “This is a must see…. Take a couple minutes, kick back and take the trip.”
The Road Trip Forever campaign was developed at Southern Cross Austereo by integration creative director Angus Stevens, campaign executive producers Corey Layton and Kirsten Franc, digital campaign manager Joanne Kostopoulos, account manager Jo Bennett, social media and PR team Melanie Lee and Emma Mulquiney, with media handled by Mitchell & Partners Melbourne.
Filming was shot by director Angus Stevens with producer Belinda Mravicic, director of photography Adam Howden, script writer Lewis Hobba, 1st AD Tom Read, production designer Sally Shepard, and with casting by Nick Hamon Casting.
Post production was done at The Gingerbread Man by head of post production Craig Deeker, editor Brad Hurt, sound designer Liam Egan, digital project manager Ingrid Hirzel, digital designer Adam Shutler, and at Southern Cross Austereo by digital development team Stefan Stivala and Phillip Cheung.
Facebook integration was by Ben Kanizay at Run Pixel Run.