Ausrail Conference
August 12, 2010 by
The
Challenge
With AusRail approaching, Queensland Rail asked PLAY to develop a presence for them at the conference and leverage it to reposition QR as a world leader in transport, as well as reaffirming their commitment to safety.
The
Strategy
The first step of our engagement plan was to attract stakeholders to the space. Once there, the content and staff would initiate deeper engagement that would ultimately culminate in our ‘safety share’ innovation exchange.
The
Experience
At the conference, key stakeholders were drawn to the stand by both roaming staff and its visual presence. In the space, they were given the opportunity to engage in the content areas, safety initiatives and Innovation Exchange.
*Stand design in collaboration with Peter Card Design.
The
Results
2111 Brand impressions
264 Delegate engagements
211 Safety share contributions
74 Leads were generated
What would you miss?
February 16, 2010 by
The
Challenge
In Queensland last year there were 702 near miss incidents at level crossings across Queensland Rail’s network. After viewing the existing footage of some of these near misses, it became apparent that complacency was to blame for these potential fatal incidents.
The
Strategy
To snap drivers out of their complacency, we set about developing an integrated campaign that would get drivers thinking about the potential consequences of their complacency at level crossings and as a result, the “What would you miss?” campaign was born.
The
Experience
The “What would you miss?” campaign was launched with a PR stunt and ran across online, outdoor, print and train advertising all of which fuelled conversation around what Queenslanders would miss most if
they were involved in a level crossing accident.
The
Results
702 community engagements during the PR stunt
2,600 community impressions
2,6 Million Total Media Reach