TAC X Country Racing Victoria
This is the extension of TAC’s ‘Ready’ Campaign, aiming to get Victorians to and from country racing events safely, with a focus on the prevention of drink driving.
Brief
Increase engagement with racegoers. The initial campaign phase relied heavily on traditional campaign presence, whereas this time around TAC wanted to tell the more organic of those involved in race meets.
Solution
We shifted to authentic “real people” stories to enhance emotional impact and complement existing campaign materials. We implemented precise geographic targeting via Meta Advertising, focusing on the specific towns hosting each of the 64 race meets. Ad run times were strategically reduced to one week prior to and including race day, amplifying the urgency of the road safety message.
Results
As of February 2025 (as the campaign is still in market), our targeted ads:
- reached over 160,000 Victorians with an interest in country races
- generated over 1 million impressions, resulting in an average of 6.5 views per person
- achieved over 600,000 views exceeding 15 seconds, significantly boosting awareness of road safety risks leading up to the Country Races.
Services
- Campaign Strategy
- Motion Production
- Media Strategy
- Meta Campaign Management