Transport Accident Commission
Victory is slowing down on the road
PLay Video
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."
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.
Memory Test Game
Delivered digitally across mobile, big screen and super screen during match days, and in-person at the All Abilities Gala.
Creative Delivery
Key visuals developed for social media, eDMs, and the Chairman’s Function. Tailored All Abilities and coin toss creative, plus bespoke LEDs for Pride Round.
TVC Production
We delivered a fully integrated television commercial (TVC) that puts the spotlight on the dangers of low-level speeding, working with production company Motion Mavericks. Featuring players from Melbourne Victory, the campaign blends authenticity with impact - using familiar faces to help land an important road safety message with cut-through.
Measuring brand impact
Built a dashboard to measure match-to-match results on overall growth, engagement and TAC’s road safety campaign messaging.
PLay Video
Results
Average survey completion rate
81%
Of fans at match day considered the TAC messaging.
89%
Average engagement rate with the Memory Test Game
50%
