Qld Fire & Emergency Services Play Out Near-Drowning In New Ad Via Ogilvy Brisbane

Qld Fire & Emergency Services Play Out Near-Drowning In New Ad Via Ogilvy Brisbane
SHARE
THIS



Queensland Fire and Emergency Services (QFES) have launched a high-impact behavioural change campaign this week created by Ogilvy Brisbane.

Building on the campaign’s well-established ‘If it’s flooded, forget it’ message, this year’s campaign addresses the results of QFES research highlighting that although most Queenslanders agree with the message, some people continue to risk driving though flooded water.

Ogilvy Brisbane executive creative director, Phil Nobay, said it was important that the creative challenged audience apathy and addressed the message fatigue that a familiar campaign can face.

“We’re talking about saving lives here, so we had a real responsibility to shake drivers out of their comfort zone,” he said.

“Backed by a brave client who’s determined to make real impact on this issue, we’re confronting Queenslanders with the consequence of a bad decision on the people they’d leave behind.

“Using genuine accounts of those who’ve narrowly survived driving through floodwater – everyday mums and dads – we’ve brought to life the impact that not having a plan can have on loved ones.”

The campaign is spearheaded by a content piece that dramatises the real-life experience of a driver who knows the dangers of flooded roads first-hand.

Research identified that a core group who continued to test the boundaries and drive through floodwaters are males living in regional areas who drive four-wheel drives.

“These guys think their vehicles are bullet proof,” Nobay said. “To capture the sheer terror of flood water, we pumped almost 5,000 litres of water into a four-wheel drive as the driver sits behind the wheel telling a story of when it all went wrong.

“This was a massive challenge for director Miles Murphy, as the sheer force of the water could cause issues and we really weren’t sure if the car would hold together long enough for the story to be told.

“It was a huge achievement to capture the entire piece in a seamless, single take.

“But, of course, we’ll only measure true success on how effectively the message lands on the audience. Don’t get out of your depth. Prepare for your decision to affect others.”

Peter O’Halloran, executive manager of communications at QFES, said: “Every year as Queensland’s storm season starts, it is imperative to re-emphasise the message that driving through floodwaters is dangerous.

“This campaign centres around how a driver’s spontaneous decision may affect other people in their life, including mothers, fathers, children, friends and colleagues.

“If we can increase community engagement to understand the importance of having a floodwater plan, then it’s one step towards decreasing the number of people who have or might consider driving through flooded roads.”

The recently launched campaign features a broad spectrum of above-the-line activity including TV, online display, out of home and social. It will continue to run until the beginning of May 2018.

CREDITS

Creative: Ogilvy Brisbane

Executive creative director: Phil Nobay

Strategy director: Ewen Pettit

Creatives: Andy Geppert, Sam Whatley, Richard Taylor, Simon Budzevski, Jack Towers

Account director: Dianne Grice

Production: TAXI Film

Director: Miles Murphy (core film)

Sound: Rosco Audio

Director: Greg Henderson (testimonials)

Post-production: The Post Office

 

Latest News

News.com.au Unveils New Homepage
  • Media

News.com.au Unveils New Homepage

Australia’s leading national news website news.com.au today unveiled a new homepage. As the gateway to Australia’s largest news website, the news.com.au homepage delivers 135 million page impressions per month. The redevelopment of the news.com.au homepage has been designed to evolve the brand into the next decade with plans to roll out continued updates across the […]

Study: Startup Mentality Defined By Culture More Than Age Or Size
  • Marketing
  • Media

Study: Startup Mentality Defined By Culture More Than Age Or Size

The lines between startups and corporates should no longer be defined by organisation size, but by the kind of culture they foster, a panel of top marketers have agreed. Some of Sydney’s top marketers – including Guzman y Gomez CMO Lara Thom, Outdoria CEO Nick Baker, Menulog’s head of marketing Tasman Page and Facebook ANZ’s […]

Cupcakes on a cake stand with sparklers
  • Media

The New Daily Turns Five

Online news site, The New Daily, the brainchild of industry super fund boss Garry Weaven and former Age and Herald Sun editor Bruce Guthrie, turns five this week. It boasts a monthly Google audience of more than two million and close to 500,000 daily subscribers. It’s impressive climb up the Nielsen news site rankings – from outside […]

Nielsen: Aussies Aged 50-Plus Spent Most Time Online With News
  • Media

Nielsen: Aussies Aged 50-Plus Spent Most Time Online With News

Nielsen Digital Content Ratings monthly-tagged data for October 2018 revealed that more than half (52 per cent) of the total time spent online consuming news-related content during October 2018 was by Australians aged 50 plus. Desktop was the device of choice for Australians accessing news stories online, contributing to close to half (49 per cent) […]

Haystac Shakes Up National Leadership Team
  • Marketing

Haystac Shakes Up National Leadership Team

Haystac, part of the BWM Dentsu Group, has announced three key changes to its national leadership team as the agency evolves to service the needs of major national and global brand clients. Haylie Marchant moves into a new national role as head of strategy at Haystac. Formerly the general manager of Haystac Brisbane, Marchant will drive Haystac’s new business […]

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia
  • Marketing
  • Media

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia

Creative agency VIRTUE has introduced a number of key hires, innovative campaigns and an expanding roster of clients within its newly established Sydney office. VIRTUE is the creative agency born from global youth media company VICE, and will service the whole of Asia-Pacific from three offices in Sydney, Singapore and Seoul. The agency aims to […]