Suncorp: Lowndsey goes local for safer Queensland roads

The 2013 ‘Lowndsey Goes Local for Safer Queensland Roads’ campaign, incorporating Suncorp Insurance road safety partners and Road Safety Ambassador Craig Lowndes, took the ‘Must-Have Safer Queensland Roads’ program and message to regional Queensland communities, where dangerous-driving behaviours were over-represented.


The Brief

To instil the 2013 Must-Have Safer Queensland Roads message in motorists from Ipswich, Toowoomba, Sunshine Coast and Townsville and improve the relationship between Suncorp and motorists in these communities.

The Outcome

Extensive newspaper, television, radio and online exposure of the campaign, with a total of 57 pieces of media coverage, allowed more than 2,360,000 people to be reached.

The campaign revolved around four community events over a two week period, with strategies specific to each area including a focus on inattention in Ipswich and Townsville, drink-driving and speeding in the Sunshine Coast region and failure to stop at red lights and intersection crashes in Toowoomba.

To reach and engage each of the regional communities, the strategy focused encouraging a community dialogue involving social media, face-to-face communication through community events and traditional media relations.

In the event lead-up, The Red Republic managed all social media accounts associated with the campaign, adding close to 3,000 new followers across the board. Popular posts on Facebook in particular, reached engagement scores of almost 6,000 people.

The 2013 Lowndsey Goes Local for Safer Queensland Roads campaign was highly successful, greatly received by the public and achieved media coverage with an estimated publicity value of $165,049.


The Results

Major highlights of the campaign included at least one key message in 100% of hits, securing on-air interviews with Craig Lowndes during popular breakfast show timeslots and securing solid TV coverage across WIN News and Seven Local News.

Approximately 1,700 people were in attendance across the four events, with around 1,600 pledging their promise to a Fatality Free Friday (FFF) – by signing the life-sized, blow-up car.


The return on investment in media relations spend was 1: 6.8 and 1: 2.18 for the cost of professional fees overall.