Case Study - Brands - Marketing Communications
Advertising & Content
Our Challenge
Transport for New South Wales charged Gemba with the task of raising awareness of their Knock On Effect message, to reinforce the need to reconsider driving behaviours.
There's an optimism-bias among regional, young male drivers. They operate under the false pretense that city drivers are the ones dying on country roads. However, it’s actually country drivers who are dying on those roads and Transport for New South Wales charged Gemba with the task of raising awareness of their Knock On Effect message, to reinforce the need to reconsider driving behaviours.
Our Solution
'The Knock-On Effect' campaign was developed specifically for the New South Wales Blues Partnership
'The Knock-On Effect' campaign was developed specifically for the New South Wales Blues Partnership, focusing on the long-lasting and far-reaching impact one driving mistake can have. Gemba shared Rugby League legends Brad Fittler and Greg Alexander’s tragic story, opening up for the first time in 27 years about the loss of a brother and best friend. The campaign highlighted the devastating impact drink-driving had on their lives and the broader community.
The video was released in the lead-up to the first State of Origin clash as a powerful reminder for fans to think about their loved ones and stay safe on the roads.
36,608,890
Total Media reach
200
individual pieces of media coverage achieved
8.4 x
average completion rate for NSWRL Instagram content
4 x
the number of views than any other 60” NSWRL content
Partnerships
Working With Global Brands
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