Graffiti Group Serves Up Road Safety Campaign For Aussie Open Fans

Graffiti Group Serves Up Road Safety Campaign For Aussie Open Fans
SHARE
THIS



Brand activation agency Graffiti Group has been enlisted as part of the Transport Accident Commission’s efforts to highlight the dangers of pedestrian distractions at this year’s Australian Open.

A new partnership between the TAC and Tennis Australia has pedestrian road trauma firmly in its sights after 2014 saw a 22 per cent increase in pedestrian deaths.

Graffiti has collaborated with the TAC to deliver a range of experiential activities at the Open, highlighting the potential for a lapse of concentration when using mobile phones, music players or other sources of distraction to end in disaster.

PeoplesCourt-2

Under the tagline ‘Be on the Ball’, the campaign aimed to encourage the 700,000 tennis fans expected over the two-week event to consider their personal safety at all times when walking in public.

One of the major activities at this year’s Open has been the People’s Court. For the first time in Grand Slam history, 300 everyday tennis fans got to experience a once-in-a-lifetime opportunity to play on the same surface as their international tennis heroes. Show Court Five was renamed the People’s Court with fans selected via an online competition to play a 30-minute match in Grand Slam conditions; complete with ball kids, pre- and post-match interviews, a chair umpire and commentary. A professional camera crew was on hand to capture all the action and participants received a highlights package to share on social media.

Graffiti’s general manager, Kerrie Spaargaren, said the distractions theme was front and centre at the People’s Court and at a separate Distraction Free Zone where fans were encouraged to disconnect from technology.

The Distraction Free Zone takes the form of a fully air-conditioned enchanted garden where visitors can escape the heat and the distractions of everyday life.

“This time of the year is the busiest on Victoria’s sporting, social and events calendar and it doesn’t get much bigger in terms of profile than the Australian Open,” Ms Spaargaren said.

“Graffiti has created an unexpected activation campaign for TAC that delivers a distractions message that’s relevant and engaging to our target audience visiting the tennis”.

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 […]