Case Studies
Transport for NSW, Mediacom and SAS: Plan B
Transport for NSW, Mediacom and Seven Affiliate Sales collaborated to develop an integrated campaign challenging young regional males attitudes towards drink driving.
The campaign promoted relevant and socially acceptable 'Plan B' options for regional males to safely arrive home after a night out instead of drink driving.
The campaign featured geo-targeted regional television, online, mobile and an event sponsorship of the Regional Australian music festival 'Groovin the Moo'.
We successfully connected with the hard to reach male youth.

• The 16605 promotion entries exceeded targets by 66%

• 4,821 strong mobile database delivered weekly Plan B messages

• Grooving the Moo delivered exposure to sellout crowd of 15,000

Prime7 and Mediacom delivered a successful campaign by engaging and educating young regional males about Plan B. Each vignette was well developed and presented legitimate options in a light-hearted way to appeal to the target audience. The promotion and Groovin the Moo Sponsorship were unique ways to connect with young males in a relevant environment and on an ongoing basis through the mobile database, a first for the Plan B drink driving campaign.

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