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Slow Down Songs:
The Geo-targeted reminder to slow down around school zones

THE BACKGROUND

Road trauma is the biggest killer of those aged between 0 and 14.

As part of their regular Road Safety Calendar, the Australian Road Safety Foundation briefed us to develop a campaign to remind people to slow down to 40 around school zones as kids returned to the classroom in 2021.

The budget was small, but the ambition was large. We knew a traditional message wouldn’t cut through in the way we needed.

We needed an idea that could be shared socially, garner media coverage and get people talking – this ‘noise’ would get the fact school zones were back in operation top-of-mind.

 

THE CREATIVE

We created cut-through messages that thanks to the magic of Spotify geo-targeting, were only served once drivers were within 5km of a school zone.

We called them Slow Down Songs. Each song would start out at normal speed before dramatically slowing down allowing for our message to be delivered: “This Slow Down Song is to let you know that you are now near a school zone, and will need to slow down to 40 when you enter it”.

We teamed up with leading Queensland musicians to create a diverse mix of 10 Slow Down Songs. These songs had over 40 million Spotify plays in total, and included Triple J Hottest 100 favourites The Jungle Giants.

We also created social videos for each artist to share with their followers.

Corporate sponsors AAMI and Subaru came on board to help pay for the media costs and show their support for the cause.

Andrew Lofthouse from 9 News also called it a ‘clever idea.’ Career goal ticked off!

THE RESULTS

  • Over 100,000 Slow Down Songs were served via Spotify during our ‘Back to School’ Trial Period across Queensland.
  • No incidents or accidents occurred at any QLD School Zones during our campaign period
  • Over $300,000 in extra media was achieved through coverage across over 60 news outlets, including:
    • Nine News, 7 News , 10 News
    • ABC Radio, 4BC, Triple M
    • Brisbane Times, WA Today, SMH, news.com.au
  • Over 9000 shares on Facebook including video versions of songs shared by the artists to over 200,000 followers
  • The Australian Road Safety Foundation has now gained approval for a national roll-out later in 2021.

DELIVERABLES

  • Creative development
  • Artist Search and Licensing
  • Production of Spotify and social assets
  • Media Liaison with Spotify

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