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Transport for New South Wales: Get Your Hand Off It

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Project
Overview

Transport for New South Wales approached GEMBA to create an engaging campaign that would highlight the risks associated with young drivers and their ‘always on’ attitude towards social media.

Execution

Working together with the Sydney Swans, we created a campaign that was seen across socials, The SCG and prominent Sydney train stations. To get maximum exposure, GEMBA conducted a Sydney Swans website takeover over to coincide with the 2018 senior team announcement.

Results

NSW Minister for Roads, Maritime and Freight the Hon. Melinda Pavey personally launched the campaign at a press conference standing side by side with Sydney Swans star Kieren Jack. The TVC part of the campaign went on to be the third highest ranking piece of content on the Sydney Swans website, beating out high traffic events like key player signings and team announcements.